Freedom of speech does not mean that therewon't be any negative consequences due to what someone says - just ask Natalie Maines of the Dixie Chicks. They have lost millions of dollars due to her and her big mouth. "Freedom of Speech" just means that jack-booted government thugs won't be kicking down your door and hauling you away for what you said.
The true beauty of "Freedom of Speech" is that you can say what you want, and I can say what I want. But, I don't have to purchase your products if you say something I don't like. Furthermore, I am free to organize others who feel the same as I do. If I get enough folks together to have a financial or public image impact on a company, they may see fit to change their view (or not aka. Natalie referenced above). And, in this case, they are a McDonalds Franchise....so what happens to them effects McD's nationwide.
Capitalism and Freedom are WONDERFUL things ...