Benzinga | Apr 29, 2021 08:34AM EDT

Muscle Maker Grill Says Now Accepting Bitcoin

Muscle Maker, Inc. (Nasdaq: GRIL) the parent company of Muscle Maker Grill, Healthy Joe's, MMG Burger Bar and Superfit Foods, a fast-casual concept known for serving "healthier for you" meals, today announced it will start accepting bitcoin as an alternative to cash, credit or debit forms of payment.

Bitcoin payments will be rolled out on each level of the business individually, starting with accepting bitcoin for initial franchise fees for new franchisees, then expanding to online meal plan subscriptions with Superfit Foods, and eventually companywide for everyday food purchases at individual locations and online orders.

Michael Roper, CEO of Muscle Maker, commented, "Today's digital world continues to grow exponentially. The acceptance of bitcoin is a natural progression for companies looking to stay relevant. Millennials are in search of healthy food, giving them the ability to pay with a crypto currency makes it even easier to eat healthy. 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."