while true, what does that mean in terms of butts in seats in today's social media landscape?
Starbucks, Waffle House, Chik-fil-a, et al have "controversial" social media kerfuffles that don't seem to hurt them long term
this one is mostly self-inflicted, so it's a bit different than the others, but this still seems to fall into the 'any publicity is good publicity' category
(the other fast food places are just gleefully using the opportunity to get their brands out there too, free of charge)