A Steak’n Shake in Rome, Georgia, has garnered national attention after unveiling a billboard commemorating the life of Charlie Kirk.

Rep. Anna Paulina Luna (R-FL) shared an image of the tribute to Kirk on X, thanking the infamous burger chain with the caption: “if we didn’t already love you enough.”

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The billboard and the viral response online to it have placed Steak’n Shake on a unique stage in America’s political and cultural landscape. Far from simply being a 91-year-old burger joint with a retro look and iconic milkshakes, the Indianapolis-based chain appears willing to embrace political messages that most major companies have avoided.

It’s not the first time the company has aligned itself with causes.

In March, Secretary of Health and Human Services Robert F. Kennedy Jr. visited a Steak’n Shake location, with the brand posting a “thank you” on Instagram. The visit lined up at the time with Kennedy’s push for his “Make America Healthy Again” (MAHA) campaign, which called for moving away from seed oils and other processed foods.

According to their official website, Steak’n Shake has phased out the use of seed oils, starting with its fries, onion rings, and chicken tenders, now cooked in 100% beef tallow. By April 2, all of the chain’s locations also switched to real Wisconsin butter on the majority of their burgers and sandwiches.

Earlier this year, MSNBC described the chain as a “MAHA darling,” reporting on Kennedy’s now-famous tagline about “RFK’ing the french fries.” Kennedy praised the company for switching its fry oil to beef tallow. This move was celebrated not only by him but also by other prominent conservative influencers, such as Laura Loomer and Rep. Marjorie Taylor Greene.

Customers are allegedly flocking to locations to try the fries “RFK’d” in beef tallow, and on social media, the brand has embraced imagery that resonates with many Americans: even posting a MAGA-style hat reading “Make Frying Oil Tallow Again” to X, with the caption “What do you think of this hat?”

The new billboard honoring Kirk’s life and legacy may be Steak’n Shake’s most proud and loud message to the public in terms of culture or politics.

Dan Edwards, COO of Steak’n Shake, told reporters, “There is nothing political about great-tasting fries.”