Op-Ed: Fraternizing with Enemy Politicians Is not “Just Business," It's Just Bootlicking

By Jessica Wise

Where We Are Now…

TOAST on Lenox is staring down the barrel of a boycott, and guess who’s nowhere to be seen defending them?

Instead of clarifying the restaurant was not formally endorsing him and asking people to continue supporting them, Republican Georgia governor candidate Rick Jackson is using this as an opportunity to attack his Black female opponent, Keisha Lance Bottoms.

TOAST is still doubling down.

Sure, the photo op was deleted, but instead of acknowledging the lapse in judgement, the owners simply said, “A discussion is not a vote!”

And customers are reasonably perturbed.

Why This Was a Bad Business Decision…

TOAST doesn’t need the money or the press THAT badly.

I have lived across the street from this establishment since before they even opened. They are packed regularly, with fully booked reservations sometimes weeks ahead, lines out the door on weekends, and regular celebrity visits. I was also a regular customer at the their companion café, TOAST Noir, which also stays busy and buzzing.

Rick Jackson doesn’t give one or two fucks about this business or the peril they put themselves in.

Jackson has openly promised to do away with DEI initiatives, which could endanger or simply eliminate key resources for Georgia Black businesses. He calls himself “Trump with a Southern tongue,” — the President actively destroying the US economy.

If Jackson really wanted to support, all he had to do was become a customer.

Buy some food.

Cut a big check and donate it anonymously, no strings attached.

He’s a billionaire. He reminds us all the time.

But he chose to pander to win votes for himself instead, and he’s gone about his merry way after it hit the fan.

He does not care about this business.

This goes beyond politics. This is a failure to read the room due to greed.

Who the owners of TOAST welcome in and take pictures with is their choice, but they also had customers to answer to after he left. They already have the influence and notoriety. And they misused it.

We’re past “falling for the okey doke.” This was a CHOICE.

Their eagerness to have a “discussion” about business with a billionaire while overlooking his problematic policy proposals, lack of political experience, and just plain old racism is not only shortsighted, but also disrespectful to the customers they claim to serve.

Customers he plans to directly harm.

What TOAST on Lenox Got Out of This…

TOAST isn’t the first Black business to pop their own balloons and won’t be the last. Bad business choices have consequences.

Potential boycott and loss of customers (us included).

Bad press and a good ‘ol social media dragging.

Potentially funneling votes to Rick Jackson who WILL NOT do right by us if he gets elected.

…Was it worth it?