2017 saw a rise of cryptocurrency – especially towards the last few months of 2017 when cryptocurrency prices rapidly rose – headlines across the world discussed, critiqued, praised, and questioned the newest medium of exchange.

Now, the digital currency has made its way into the consumer market with Chanticleer Holdings, a company known for owning a number of fast food restaurants including Hooters. The company plans on offering its patrons a rewards program on blockchain technology. They intend to use MobivityMind, a cryptocurrency exchange platform, with the rewards to be called “Merit”.The rewards program will allow customers to earn rewards by eating at any of the company’s several restaurants, and use the rewards for future visits, or trade with other customers.

“Eating a burger is now a way to mine for cryptocoins”, said Dennis Becker, the CEO of Mobivity, “Every meal enjoyed at any Chanticleer Holdings brand will accrue currency for the consumer that can be used for future meals or traded with other consumers.”

Chanticleer Holdings owns or has partial ownership of several brands, including Hooters, Little Big Burger in the Northwest, American Burger Co. on the East Coast, and the national BGR chain. Since the announcement on Tuesday, January 2, Chanticleer Holdings’ stock soared by 50% percent.