Hmmn...intriguing.
I actually don't care about the motivations that drive a chain to market to LGBT folk if they do it well and actually provide the welcome that they are advertising.
It takes money and support to make changes. So, if a marketing scheme brings in money then it's likely to create permanent change. And, anything that provides positive images of same sex couples is a good thing, in my book.
Once change happens, it's tough to reverse regardless of individual prejudices.