Fast-food chain Steak ‘n Shake has swiftly reversed its decision to consider accepting Ethereum (ETH) payments after strong backlash from the Bitcoin community. The company’s social media poll on whether it should support Ether transactions quickly spiraled into controversy, prompting an abrupt suspension of the initiative.
Steak ‘n Shake Suspends Poll After Community Outrage
On Saturday, Steak ‘n Shake asked its 468,800 followers on X (formerly Twitter) if it should begin accepting Ether (ETH) as a form of payment. The brand even promised to “abide by the results of the poll.”
However, despite the poll showing 53% in favor of Ether out of nearly 48,815 votes, the company decided to suspend it just four hours later following backlash from Bitcoin enthusiasts.
“Poll suspended. Our allegiance is with Bitcoiners. You have spoken,” the company announced on X, signaling a complete U-turn on the proposal.
The move came as a surprise to many, especially since Steak ‘n Shake has been one of the few major restaurant chains openly embracing digital assets.
Bitcoin Remains the Sole Crypto Payment Option
Steak ‘n Shake began accepting Bitcoin (BTC) payments on May 16, in all locations where local regulations permit crypto transactions. These include restaurants across the United States, France, Monaco, and Spain.
The adoption of Bitcoin has coincided with a 15% year-on-year increase in same-store sales in the third quarter, according to the company. Steak ‘n Shake partially attributed the growth to strong support from the Bitcoin community, which viewed the move as a major step toward mainstream crypto adoption in the food industry.
Given that success, many Bitcoin supporters expressed frustration when the company considered adding Ether as another payment option.
Bitcoiners React Strongly Against Ether Integration
The idea of expanding beyond Bitcoin was met with sharp criticism from well-known Bitcoin advocates.
“I promise, if you accept ETH, I will never eat at your restaurant again,” said Adam Simecka, the creator of the Manna Bitcoin self-custody wallet.
Another X user, “Colleen” (The Bitcoin Gal), called the poll “disappointing,” suggesting it showed a lack of commitment to Bitcoin. Meanwhile, Bitcoin developer Carman said the poll itself damaged Steak ‘n Shake’s credibility among loyal Bitcoin customers.
The backlash underscores a long-standing tribal divide within the crypto community. Many Bitcoiners argue that Bitcoin represents the purest form of decentralized money, dismissing other cryptocurrencies as inferior alternatives.
As MicroStrategy’s Michael Saylor famously stated, “There is no second-best crypto asset. There’s a crypto asset, and it’s called Bitcoin.”
Vitalik Buterin Responds to the Controversy
In an unexpected twist, Ethereum co-founder Vitalik Buterin weighed in on the controversy — but instead of criticizing Steak ‘n Shake’s reversal, he praised the company’s stance.
“We need the stubborn ones who believe in their cause and their tribe,” Buterin said. “They see their work as a labor of love to it.”
Buterin’s comment suggested that businesses may be better off aligning with a specific crypto community rather than attempting to cater to all digital currency groups at once. His remarks appeared to support the idea that brand loyalty in crypto can be as strong — and as divisive — as in traditional industries.
Crypto Tribalism on Full Display
The episode highlights how tribalism remains deeply rooted in the cryptocurrency world, even as digital assets gain mainstream traction.
Bitcoin maximalists often argue that only Bitcoin fulfills the original vision of decentralized, censorship-resistant money. In contrast, Ethereum advocates highlight the versatility of smart contracts and decentralized applications, seeing ETH as a crucial technological evolution.
The disagreement between these communities often extends to businesses that choose to engage with crypto payments. Companies like Steak ‘n Shake, which rely on strong brand perception, must navigate these cultural dynamics carefully to avoid alienating key customer groups.
Steak ‘n Shake Doubles Down on Bitcoin Loyalty
Reaffirming its allegiance to Bitcoin, Steak ‘n Shake announced a new “Bitcoin Steakburger” set to debut on October 16, commemorating the brand’s adoption of BTC payments earlier this year.
The themed burger, combined with the company’s pro-Bitcoin messaging, reinforces its position as one of the few mainstream brands openly integrating cryptocurrency into its payment ecosystem.
Analysts believe that this strategy may help solidify the restaurant’s connection to the Bitcoin community, which values businesses that exclusively accept or prioritize BTC.
Conclusion: A Lesson in Crypto Identity and Brand Strategy
Steak ‘n Shake’s Ether payment controversy serves as a reminder of how brand alignment within crypto communities can influence public perception and customer loyalty.
While the company’s initial move toward Ethereum was seen as an attempt to expand payment flexibility, the swift backlash demonstrated that crypto tribalism remains powerful. Businesses venturing into digital payments must weigh innovation against the risk of alienating passionate supporters.
By reaffirming its Bitcoin-only stance, Steak ‘n Shake has made its position clear — and in doing so, strengthened its ties with one of the most vocal and loyal communities in the crypto world.
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