The biggest benefit is that it will increase their revenue.
Yes of course, but not in sales, it's a separate revenue increase that will only increase with the subsidiary of their BTC's ATM as the operator.
However, there is a downside. They will need more security. We have heard stories of criminals stealing Bitcoin ATMs. There is also a risk that criminals might follow people home after using the ATM to try and steal their Bitcoin.
Do you think that this is a smart move or security concern?
Every online operator dealing with money and other valuable assets needs strong security. And again, as a company, physical security is also important even if they do not deal with Bitcoin ATMs. This calls for tight security and effective surveillance and also provides emergency service for their customers in case they are followed home for their Bitcoin. Though the latter is not so rampant, we should think less of the risk and maintain a low balance in the wallet from which we make the ATM withdrawal.