Which company do you mean exactly, is it maybe Hungry.dk? It is pretty normal to buy food with crypto, although is still no globalized payment method. It is also possible to pay for medical service or to buy car, it is not nothing new, for example list of stores to buy car in USA+ some other countries.

Actually you can pay for almost anything with cryptocurrency, need a real estate anywhere in the world and you have crypto? Just visit this site and choose what you like best : Bitcoin Real Estate