Yeah, I think the "moral" component is part of it, at least online. I'm not sure in practice how much of an impact that has had on the people showing up and wai

Yeah, I think the "moral" component is part of it, at least online. I'm not sure in practice how much of an impact that has had on the people showing up and waiting in line for the food. When push comes to shove, a lot of people can be enraged online and still patron a fast food chain that offers very good food with very consistent service and quality -- even if we do it feeling guilty. And plenty more people just don't care. This is obviously anecdotal and not based on any scientific information -- and it's also based on at least a little bit of stereotyping -- but the Popeyes I went to, which is in Renton, isn't the type of place -- nor is that location the type of location -- that attracts Twitter/extremely online people. Most of the people there looked like they were locals/lived in the area who wanted to try to latest sandwich everyone is talking about. This was suburbia. I will say the whole "Chick-fil-A alternative" framing probably played a big role in the initial media push which has now trickled down into lots of other places, even if the political aspect is lost and it just becomes about the hype around the sandwich.