Fight outrage with outrage? Isn't that what's going on? It's just escalating their outrage and feeds into the validity of their anger. They're incensed, and it seems validated when people push back. Worse, I feel like if larger companies and corporate twitters begin to say, "No," then they appear intransigent in front of the public. And a company like that is going to alienate a larger consumer base than if they just go along and nod at everything everyone demands of them. Which, from a business perspective is smart; appeal to the largest consumer base possible. The people who are against their cow-towing to every whim and desire of a large enough mob are not going to care enough to put a dent in their profits. Like if this was Wendy's, or McDonalds or Subway or Domino's Pizza.
Consider this somewhat simple hypothetical:
If a large group of people started demanding gender neutral restrooms, or additional restrooms for transgender or non-binary restrooms IN ADDITION to the existing restrooms? I honestly believe that most would comply and begin rolling out with updating their restaurants with additional restroom facilities. It wouldn't inconvenience people who either didn't care or were opposed to the idea enough to get them to stop coming because of how ubiquitous large fast food chains have become. They'd shrug and take it on the chin. Whereas if they refused in this hypothetical, what would be the result? A huge black eye in publicity and image and maybe even hurt their brand which could drive down sales.
The reality is, there's very few demands that can be made here that a company won't capitulate to for more customers or to keep their base strong.
Of course, this hypothetical is largely irrelevant with the way COVID is right now but in a year or two, who knows?