The cryptocurrency market has faced significant volatility and prolonged bearish trends since its 2017 peak. Yet, amid this uncertainty, a growing number of businesses—from global fast-food chains to tech giants—are adopting digital currencies like Bitcoin (BTC) and Ethereum (ETH) as valid payment methods. This shift isn't just a fleeting trend; it reflects a broader movement toward financial digitization and consumer innovation.
While some companies embrace crypto out of genuine belief in its future, others leverage it for marketing appeal—targeting blockchain enthusiasts and curious mainstream users alike. Regardless of motivation, the adoption of crypto payments continues to expand across industries and geographies.
The Growing List of Crypto-Friendly Businesses
According to Coinmap, over 15,482 businesses worldwide now accept Bitcoin and other cryptocurrencies—a notable increase from 14,125 at the end of the previous year. Given reporting delays and incomplete data, the actual growth is likely even higher.
This surge highlights a clear pattern: despite market downturns, real-world utility for crypto is expanding. Let’s explore some prominent examples.
KFC Canada – Marketing Meets Crypto Culture
In January 2018, KFC Canada launched a viral campaign called the “Bitcoin Bucket,” allowing customers to purchase fried chicken using BTC. Though the chain admitted on Twitter they didn’t fully understand how Bitcoin worked, their playful tone resonated with the crypto community:
“Fiat is backed by gold. Bitcoin is backed by fried chicken.”
They continued with humorous posts:
“Since we launched the Bitcoin Bucket, Bitcoin’s price went up. You’re welcome, Bitcoin.”
“If Satoshi Nakamoto reveals himself, his chicken bucket is on us!”
While this was primarily a marketing stunt powered by BitPay’s online checkout system—not in-store direct payments—it successfully bridged traditional retail with crypto culture, attracting attention from both crypto holders and novelty-seeking consumers.
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Microsoft – Early Adopter with Long-Term Commitment
Microsoft has been a consistent supporter of blockchain technology. Beyond its Azure Blockchain as a Service (BaaS) platform and decentralized identity (DID) initiatives, Microsoft began accepting Bitcoin payments on its online store back in 2014.
Although it briefly suspended Bitcoin payments in early 2018 due to technical and volatility concerns, the feature was quickly reinstated—demonstrating a pragmatic approach to integrating digital assets into mainstream services.
Interestingly, while founder Bill Gates has publicly criticized Bitcoin as a speculative asset, Microsoft’s actions speak louder: the company continues to support crypto transactions where feasible, showing that corporate strategy can diverge from individual opinion.
CheapAir – Pioneering Crypto Travel Bookings
CheapAir, an online travel platform offering flights, hotels, and car rentals, became one of the first travel agencies to accept Bitcoin in 2013. Initially partnering with Coinbase for transaction processing, CheapAir transitioned to BTCPayServer after Coinbase discontinued merchant services.
Today, CheapAir allows users to book international trips entirely in BTC—providing price locking at the time of purchase to mitigate volatility risks. This makes it one of the most functional real-world applications of cryptocurrency in everyday spending.
Subway – Decentralized Adoption Across Locations
While not a global policy, several Subway locations in the U.S., Russia, and Slovakia have independently started accepting Bitcoin and Litecoin. These franchise-level decisions reflect grassroots interest rather than top-down mandates—highlighting how decentralized adoption can organically grow.
Videos and testimonials from travelers show successful purchases using mobile wallets, proving that small-scale integration is already viable.
Starbucks – Indirect but Impactful Involvement
Starbucks doesn’t directly accept Bitcoin at its counters. However, through its strategic involvement with Bakkt, the coffee giant plays a pivotal role in bringing crypto to retail.
In October, Bakkt announced plans to launch a consumer app enabling users to convert cryptocurrencies into fiat currency seamlessly—initially tested at Starbucks locations. This means customers could effectively use BTC to buy coffee without the store handling crypto directly.
As stated by a Starbucks spokesperson:
“We don’t accept crypto, but we enable conversions so customers can spend digital assets as easily as dollars.”
This hybrid model may become a blueprint for large retailers hesitant about volatility but eager to tap into the digital economy.
Other notable organizations accepting crypto include Wikipedia, Overstock, Internet Archive, and telecommunications giant AT&T—proving that diverse sectors see value in digital payment options.
How Merchants Can Accept Cryptocurrency Payments
For businesses considering crypto adoption, several practical pathways exist:
1. Cryptocurrency POS Systems
Crypto-enabled Point-of-Sale (POS) systems allow merchants to accept digital payments instantly. Similar to traditional card terminals, these devices support wallet QR codes or crypto-linked debit cards.
- Cielo, Brazil’s largest payment processor, now supports BTC on over 1.4 million POS terminals across 5,500 cities.
- Ingenico, a French payment solutions leader, partnered with Singapore-based Pundi X to integrate multi-crypto support into Android-based POS machines. These devices display real-time exchange rates between fiat and crypto, simplifying transactions.
2. Crypto ATMs
Physical crypto ATMs let customers convert cash to cryptocurrency or vice versa. As of now, there are 6,239 crypto ATMs globally, with 4,108 located in the U.S. (65.8%) and Canada ranking second.
While less convenient than POS systems, ATMs increase accessibility—especially in areas with limited banking infrastructure.
3. Direct Wallet Transfers
Merchants can receive payments via direct wallet-to-wallet transfers. For example:
- A hostel in Brazil, Hostel Casa Terra, accepts BTC for booking surf lessons and travel packages.
- Users simply scan a QR code linked to the owner’s wallet and complete the transfer.
Additionally, services like BitPay offer Bitcoin-powered Visa cards, enabling holders to spend BTC anywhere traditional cards are accepted—or withdraw cash from compatible ATMs.
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Frequently Asked Questions (FAQ)
Q: Do businesses actually receive crypto, or is it converted immediately?
A: It varies. Some platforms convert crypto to fiat instantly to avoid volatility risk; others hold BTC or ETH as part of their treasury strategy.
Q: Is accepting cryptocurrency legal for businesses?
A: Yes, in most countries—including the U.S., Canada, and much of Europe—as long as tax obligations are met and anti-money laundering (AML) rules are followed.
Q: What are the main risks of accepting crypto payments?
A: Price volatility is the biggest concern. However, many processors offer instant conversion to stable fiat currencies to mitigate this issue.
Q: Can small businesses benefit from accepting crypto?
A: Absolutely. It attracts tech-savvy customers, reduces cross-border transaction fees, and positions the business as innovative.
Q: Are refunds possible with crypto transactions?
A: Yes, though they require manual processing since blockchain transactions are irreversible. Merchants typically send refunds in the same cryptocurrency used for purchase.
Q: Does accepting crypto improve customer trust?
A: For digital-native audiences, yes. It signals technological adaptability and forward-thinking values.
Final Thoughts
Despite market fluctuations, the adoption of cryptocurrency as a legitimate payment method is accelerating. From fast food to air travel, real-world use cases are multiplying—driven by both consumer demand and merchant innovation.
As infrastructure improves with better POS systems, wallets, and conversion tools, we’re moving closer to a future where paying with Bitcoin is as routine as swiping a card.
The key takeaway? Even in a bear market, utility builds quietly—and enduring adoption starts not with speculation, but with usability.