Elektra, a supermarket and banking chain that belongs to conglomerate Grupo Salinas, is offering a 20% discount on purchases with bitcoin, according to an online ad shared on Twitter by Mexican billionaire Ricardo Salinas Pliego.
A spokesperson for Grupo Salinas had no immediate comment.
Bank of Mexico Governor Alejandro Diaz de Leon, like some other central bankers, has warned against bitcoin as a high-risk investment and poor store of value due to its volatility.
El Salvador made history this year as the first country to adopt bitcoin as legal tender, alongside the U.S. dollar. Low-cost airline Volaris, based in Mexico, followed suit, announcing it would accept bitcoin in El Salvador.
(Reporting by Cassandra Garrison; Editing by Alexander Smith)