Crypto Payments in Restaurants: Strategic Investor Moves Amid Token Competition and Merchant Hurdles

The restaurant industry's embrace of cryptocurrency payments in 2025 has sparked a new frontier for strategic investors, as token competition between Bitcoin and stablecoins intensifies. With over 65 million U.S. adults now owning crypto and global ownership surpassing 500 million individuals, according to a Restaurant Technology News report, the sector is witnessing a seismic shift in how operators engage with tech-forward consumers and optimize operational efficiency. However, this growth is not without friction, as merchants grapple with regulatory ambiguities, technical integration costs, and consumer education challenges.

Token Competition: Bitcoin's Appeal vs. Stablecoin Utility

Bitcoin remains a flagship asset for restaurants seeking to attract crypto-native customers. Chains like Steak 'n Shake have enabled Bitcoin payments across all U.S. locations via QR code integrations, leveraging the currency's brand recognition and store-of-value appeal, according to the Restaurant Technology News report. Similarly, Starbucks has indirectly embraced Bitcoin through its partnership with Bakkt, allowing users to convert the cryptocurrency into USD for app-based purchases, as the Restaurant Technology News report describes. These moves reflect a broader trend: restaurants are using Bitcoin as a marketing tool to signal innovation while benefiting from lower transaction fees (around 1.5%) compared to traditional card networks, per the Restaurant Technology News report.

Yet stablecoins are rapidly gaining ground. Platforms like ZEUSxPay, used by Blaqclouds Inc., process over 300 digital currencies, with stablecoins like USDT and USDC dominating due to their price stability and instant settlement capabilities, according to a Digital Transactions article. Data from 2025 shows stablecoins facilitated $20–$30 billion in daily transactions, accounting for ~58% of all crypto payments in the sector, according to CoinLaw data. This shift is driven by merchants' desire to mitigate volatility risks-many restaurants now convert crypto payments to fiat immediately, using stablecoins as an intermediary, as the Digital Transactions article explains.

Strategic Investor Responses: Diversification and Institutional Confidence

Investors are capitalizing on this duality. Corporate treasuries are increasingly allocating to Bitcoin as a reserve asset, with companies like MicroStrategy and Twenty One Capital raising capital through equity offerings and SPAC mergers to accumulate digital assets, per a Skadden analysis. Meanwhile, institutional players are diversifying into Ethereum and Solana, recognizing the potential of blockchain-based loyalty programs and NFT-driven engagement, the Skadden analysis notes. For example, FAT Brands has explored NFTs for franchisee incentives, while KFC piloted tokenized loyalty programs in Southeast Asia, as the Restaurant Technology News report details.

The rise of Bitcoin ETFs and regulatory clarity-such as the proposed GENIUS Act to govern stablecoin reserves-has further legitimized crypto as a mainstream asset class, as discussed in a LinkedIn post. As a result, Wall Street banks and payment giants like Visa and Mastercard are integrating stablecoins into their multi-token networks, signaling a maturing infrastructure, the Skadden analysis observes.

Merchant Pushback: Regulatory, Technical, and Adoption Barriers

Despite these advancements, pushback persists. Regulatory uncertainties remain a hurdle, particularly around anti-money laundering (AML) compliance and consumer protection. Smaller operators, in particular, struggle with the costs of integrating crypto into existing point-of-sale systems, which often require third-party processors like Blaqclouds or BitPay, according to the Digital Transactions article.

Consumer adoption is another bottleneck. While 28% of U.S. adults own crypto, many lack familiarity with using it for everyday transactions, the Restaurant Technology News report notes. Restaurants are addressing this through crypto-themed campaigns (e.g., Burger King's gift card incentives) and QR code simplicity, as the Restaurant Technology News report documents. However, staff training and customer education remain ongoing challenges, the Digital Transactions article adds.

The Road Ahead: A $39 Billion Opportunity by 2026

The market for crypto payments in restaurants is projected to grow to $39 billion by 2026, driven by expanding consumer comfort and infrastructure improvements, according to the Digital Transactions article. As stablecoins solidify their role in cross-border transactions and loyalty programs, and Bitcoin retains its allure as a speculative and strategic asset, investors must balance short-term volatility with long-term potential.

For now, the sector's success hinges on bridging the gap between innovation and practicality-ensuring that crypto payments enhance, rather than complicate, the dining experience.