Whether you waited in a traffic jam for Chick-fil-A’s “Appreciation Day” or joined the grassroots movement for a “Kiss-In” day at your local restaurant, this fast food place has had much more than 15 minutes of fame.

The media spotlight was first cast on CEO Dan Cathy, who initiated the domino effect. Dan Cathy’s comments about his opposition of gay marriage and the reveal of company dollars given to support anti-gay organizations has certainly split Chick-fil-A’s customer base.

However, Chick-fil-A is banking big time despite what your personal Facebook newsfeed tells you. According to Bloomberg Businessweek, Chick-fil-A’s value is soaring at $4.5 billion.

During this PR crisis, many struggle to choose a side. Some argue that Chick-fil-A’s executive board had every right to comment on their religious and social beliefs, even if it is unpopular in these progressive times. Other customers demanded for an explanation or apology, but in return, it kept increasing Chick-fil-A’s media buzz.

Whatever your stance, Chick-fil-A already has a loyal following for its “original chicken sandwich” and/or support of a religious affiliation. And this year’s “Appreciation Day” was timed out well (hopefully not on purpose) to rally up its supporters, in favor of gay marriage or not, and overcome the negativity.

Those dine-in tables have turned in Chick-fil-A’s favor though. What do you think?

Do you think the media coverage and public opinion leaders have helped Chick-fil-A’s brand reputation or damaged it for years to come? Should Dan Cathy have voiced his personal beliefs on behalf of Chick-fil-A? Share your thoughts.