The American fast food network Steak 'n Shake announced the launch of a themed milk cocktail dedicated to the Bitcoin Conference 2026, which will take place from April 27 to 29.

On social network X, the company called on subscribers to "get HODL the new Bitcoin-milkshake"using recognizable cryptography. Product details are not yet revealed, but the fact that it collaborates with an industry event indicates a brand’s deepening into cryptography.

Integration with Bitcoin goes beyond marketing. Steak 'n Shake claims that receiving payments in BTC accelerated transactions and reduced costs, a a The saved funds were aimed at improving the quality of dishes. Since the implementation of crypto payment, the company has recorded a noticeable increase in comparable sales. Additionally, employees are paid a bonus of 21 cents per hour, denominated in Bitcoins.