See, once you admit to donating your customer’s money to homophobia and bigotry and intolerance, well, people start to think maybe you aren’t so nice.
The fast food company's perception with fast food eaters nationwide has taken a significant hit in most regions of the US, including the South where most of its restaurants are located, since president and COO Dan Cathy made his ‘we like everybody but we don’t want equality for The Gays’ remarks a couple of weeks ago.
Now, in the Midwest, sadly, right after Cathy spoke, Chick-Fil-Antigay's perception jumped up for a week, though it has since returned to where it was before the bigot spoke. But, as the controversy grows, and mayors of major cities, like Boston and Chicago, and politicians, like Nancy Pelosi, speak out about the company, Chick-fil-Antigay’s overall consumer brand health with fast food eaters has dropped to its lowest levels since mid-August 2010. And it also marks the first time Chick-Fil-Antigay has sunk below the fast food consumer perception average of the top QSR restaurant chains.
Let’s review: on July 16th the day the Baptist Press published its Dan Cathy interview, Chick-Fil-Antigay's Index score was 65—about 19 points above the average score that day of 46. But, just four days later, Chick-Fil-Antigay had fallen to 47 score, three points below the average score that day of 50. Last week, Chick-Fil-Antigay had a 39 score compared to the average score of 43.
Just goes to show you that homophobia, while it is covered under Free Speech, isn’t really good business.
Too bad Dan Cathy didn’t know that before he opened his yap.