Just trying to up their ESG rating to attract investment. That's what getting "woke" is for the corporate world. No longer is the product the attraction for investors. It isn't conducive to turning a profit, so yes - It is literally, "Get WOKE. Go Broke." The free market will be gone and with it competition. If your ESG rating is not AAA - it's Bye-Bye!

more like going broke go woke as a last ditch effort to get more business

Although I think this story could have / should have undergone a little editing, the point is not lost on me. I don’t really care about the politics of the business owner until they shove it down my throat. (Much like I didn’t care what others were doing sexually in the privacy of their own home as long as they weren’t harming anybody but themselves, until they decided to try to force me to celebrate their psychological confusion).

When my wife and I were young, we only ate out 1 or 2 times a year because the cost was prohibitive on our budget. About 15 years into my military career, we began having a “date” once a month or so because there was a Burger King on base and we could share a whopper meal (King-sized) for $2.99. We would take it to go and park by the ocean in a park on base about 3 blocks away from the Burger King. We enjoyed the food and the entire experience so much that we continued this tradition even after having sufficient money to eat far more expensive meals elsewhere. Back then, their advertisements were all about the food (flame broiled burgers, new and improved French fries, etc.).

That focus on quality and the price drew us in; then the quality and the memories kept us coming back. Their WOKE advertising has ruined that for us and driven us away. No big deal, they have lots of competitors and I love the service and quality of food at Chic-Fil-A. The shift is a no-brainer; if they don’t like people who worship on Sunday’s and put God over their own profits, I’m sure they’ll get all the customers they want who appreciate a good jab at Christianity and Christians. I prefer not to go where I’m not welcome anyhow.