A Billboard No One Expected—and a Reaction No One Could Ignore
Drivers initially registered it the way they do countless roadside signs—quickly, almost subconsciously. A name, a phrase, gone in seconds. But before the day was over, photos of the billboard began spreading online, and curiosity turned into controversy. Why was it there? Who authorized it? And how did a single Steak ‘n Shake in a quiet corner of Georgia become the center of a national conversation?
The unexpected attention centered on a Steak ‘n Shake in Rome, Georgia, where franchise owner Wayne Robinson installed a billboard honoring slain activist Charlie Kirk. The tribute appeared shortly after Kirk’s death on September 10 and featured his name, the years 1993–2025, and a message urging viewers to “Stand up, speak out, stay bold.”
A Personal Decision, Made Quickly
Robinson, president of Wayne Robinson Holdings, said the decision was driven by emotion rather than strategy. He described Kirk as someone whose work deeply influenced him, particularly through outreach to young people and faith-based messaging.
“When he was killed, it hit me hard,” Robinson said. “I didn’t want to let that moment pass without doing something to acknowledge what he meant to me.”
The billboard went up within days, intended as a simple act of remembrance. Robinson did not anticipate what would follow.
From Local Tribute to Viral Moment
The tribute might have remained a local curiosity if not for its sudden amplification online. After Rep. Marjorie Taylor Greene shared an image of the billboard, it rapidly gained traction on social media, accumulating millions of views and tens of thousands of comments.
Supporters began posting messages announcing plans to visit the restaurant specifically because of the tribute. Others encouraged like-minded customers to show support through their business, turning a single location into a symbolic destination.
Robinson said he was surprised by how far the message traveled. “People are telling us they’re driving in from other towns just to see it,” he said. “That was never something I expected.”
Corporate Response and Broader Implications
As the attention grew, Steak ‘n Shake’s corporate office reached out. Robinson acknowledged that he had not followed standard approval procedures for signage, but said the response from leadership was unexpectedly supportive.
“They reminded me of the process,” he said, “but they also said they appreciated the sentiment.” According to Robinson, the company’s owner even raised the possibility of displaying similar tributes elsewhere.
The situation transformed a single franchise decision into a broader discussion about corporate boundaries, personal expression, and how businesses navigate politically and culturally charged moments.
A Statement, Not a Strategy
Despite the surge in attention, Robinson maintains that the billboard was never meant to drive sales or spark debate.
“This wasn’t about marketing,” he said. “It was about honoring someone who stood for something and inspired people to speak up.”
Similar tributes have since appeared in other forms, including decals at small businesses and online campaigns reflecting Kirk’s legacy and personal values.
Conclusion
What began as a quiet roadside memorial quickly evolved into a national flashpoint, illustrating how symbols placed in ordinary spaces can carry extraordinary weight. For Wayne Robinson, the billboard serves a single purpose: remembrance. Long after the sign is taken down and the headlines fade, he hopes the message it carried—and the conversation it sparked—will endure.