Payments

Muscle Maker Grill accepting Bitcoin

April 29, 2021

New Jersey-based Muscle Maker Inc., the parent company of Muscle Maker Grill, Healthy Joe's, MMG Burger Bar and Superfit Foods, is accepting bitcoin as an alternative to cash, credit or debit forms of payment.

"Today's digital world continues to grow exponentially," CEO Michael Roper said in a company press release. "The acceptance of bitcoin is a natural progression for companies looking to stay relevant."

The company will roll out the new payment method at each level of the business, starting with accepting it for initial franchise fees for new operators. It will then expand the capability to online meal plan subscriptions with Superfit Foods and eventually accept it companywide for everyday food purchases at individual locations and online orders.

"Millennials are in search of healthy food, giving them the ability to pay with a cryptocurrency makes it even easier to eat healthy," Roper said. "Our strategy is to get healthy food to consumers through non-traditional locations and methods, accepting bitcoin will allow Muscle Maker to continue to provide innovative ways of delivering on this strategy."