Primanti Bros. had reportedly approached Voight with the lucrative sponsorship deal, which included not only a $100 million payday but also a lifetime supply of their famous sandwiches. On paper, it seemed like an offer that any self-respecting celebrity—or hungry person—would be crazy to refuse. But Voight, known for his no-nonsense approach to politics and life, saw right through what he called “woke pandering.”

 

The restaurant, which has been a Pittsburgh staple for more than 90 years, recently launched a promotional campaign celebrating inclusivity and diversity, featuring employees from various backgrounds. The campaign’s messaging emphasized that Primanti Bros. was a welcoming place for “all people, no matter where they come from.” While the campaign was met with praise from many customers, it raised red flags for Voight.

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