From One Restaurant to a National Chain: Bitcoin as a Strategic Advantage
Tahini’s, a Canadian fast-casual restaurant chain, made a bold move in 2020 by integrating Bitcoin into its business reserves. Today, more than 70% of the company’s treasury is held in Bitcoin—a strategy that has powered its expansion from a single location to 62 restaurants nationwide.
| Year | Number of Restaurants | % Reserves in Bitcoin |
|---|---|---|
| 2012 | 1 | 0% |
| 2020 | 10+ | ~10% |
| 2024 | 62 | 70%+ |
Why Bitcoin? Lessons from Egypt and the COVID Era
Co-founder Aly Hamam’s experience with Egypt’s currency devaluation—where the pound lost 85% of its value in 20 years—shaped the family’s thinking. The COVID-19 crisis and global money printing reinforced their fears of inflation. Inspired by Michael Saylor, Tahini’s began dollar-cost averaging (DCA) into Bitcoin, buying monthly regardless of price swings.
Innovative Moves: ATMs, Social Media, and Treasury Management
Bitcoin ATMs: Tahini’s installed ATMs at 10 locations, turning small monthly profits into significant Bitcoin holdings as prices rose.
Media Strategy: Their YouTube and social media presence (over 3 billion views) amplified brand awareness and customer loyalty.
Flexible DCA: Instead of fixed amounts, they invest what’s reasonable each month, balancing business needs and Bitcoin accumulation.
| Innovation | Impact |
|---|---|
| Bitcoin ATMs | $40,000+ in BTC per restaurant |
| Social media strategy | 3.2M YouTube subscribers, viral reach |
| DCA approach | Smoothed volatility, long-term growth |
Challenges: Accepting Bitcoin Payments Isn’t Easy
Tahini’s wanted to accept Bitcoin at the counter, but faced technical barriers with closed POS systems and lack of integration. Instead, they focused on treasury strategy and ATMs, waiting for payment tech to catch up.
Expert Opinion: Is Tahini’s Bitcoin Play a Model for Others?
“Tahini’s story shows how small businesses can use Bitcoin to hedge against inflation and punch above their weight—even against giants like McDonald’s. Their disciplined DCA approach, media savvy, and willingness to innovate set them apart. However, Bitcoin’s volatility and technical hurdles for payments remain real risks. For most businesses, a modest, consistent allocation—paired with strong fundamentals—offers the best of both worlds.”
What do you think? Could Bitcoin help your business grow, or is it too risky? Share your thoughts in the comments below!
