As August the 1st, today is the unofficial Chick-Fil-A day, a day where several people have gathered to support the franchise regarding the point of views regarding of marriage equality about the company. It's a dual battle between civil rights and the Christian right regarding what is correct according to the different perspectives, for me is a perspective regarding public relations and just a mere marketing strategy to boost their sales.
Every time there is a controversy there is a minimal impact boost on the profits on certain business, let's talk about JC Penny and One Million Moms, OMM created an unsuccessful campaign to ban comedienne Ellen DeGeneres to appear on the adds of the company but yet through the use of mass media the company generated revenue as well dethroning the organization from their attempt; a similar case is with Chick-Fil-A where two majorities campaigned even doing similar strategies as the Christian right-wing executed the Chick-Fil-A-Day and the LGTBQ & Civil Rights majority executed a day against Chick-Fil-A which would on August the 3rd, either way the company already got a boost on their sales because of the support so far by August the 1st but yet in order to the company to maintain a great margin every day should be a Chick-Fil-A day but yet by one week from now, people would have "forgotten" the political debate between this company and the civil rights or until something new happens. Just watch the Batman: Dark Knight Rises shooting spree, almost 3 weeks later it's not a hot topic anymore on the press and the press is focusing more on the Chick day.
Yet, the fast food company should have taken more consideration on given a political stance because even with the first amendment of the constitution they are still a public figure and regarding the inclusion of the customers they have, they will be on the spotlight as any other luminaire and what they said can cost certain margins on the earnings as well reputation which in the world of business it's probably the most difficult thing to recuperate on a short and long term.