Cracker Barrel, the iconic Southern-themed restaurant chain, is facing fierce criticism after unveiling a massive $700 million rebranding effort that includes a redesigned logo and updated corporate strategy.
The move sparked outrage among longtime customers and conservative commentators, who accused the company of abandoning its roots and embracing a “woke” agenda.
“Our values haven’t changed,” Cracker Barrel said in a statement to Newsweek. “The heart and soul of Cracker Barrel haven’t changed.”
The company insisted that its famous country hospitality remains intact, emphasizing that “Uncle Herschel remains front and center in our restaurants and on our menu.”
The Logo Change That Started It All
Founded in 1969, Cracker Barrel has long been recognized for its old-fashioned, folksy image. Its original branding featured a text-only design, which in 1977 was replaced with the well-known logo of a man leaning on a barrel.
The new logo—part of a sweeping modernization campaign—removes key elements of the original design and focuses on a simplified barrel-and-text format. According to a press release, the updated look is “rooted even more closely to the iconic barrel shape and wordmark that started it all.”
Why the Backlash?
Critics wasted no time blasting the move. Collin Rugg, co-owner of Trending Politics, called the new logo “depressing.” Rep. Byron Donalds (R-FL) weighed in on X, writing:
“No one asked for this woke rebrand. It’s time to Make Cracker Barrel Great Again.”
Conservative influencer Owen Shroyer added fuel to the fire:
“This is your logo. It’s literally a cracker and a barrel. Own the hilarious irony or serve better food.”
Social media users compared the controversy to Bud Light’s disastrous marketing campaign in 2023, warning Cracker Barrel not to alienate its core customer base. One commenter labeled the chain “the Bud Light of formerly great restaurants.”
Cracker Barrel’s Response
Despite the criticism, the company is standing by its decision. Officials argue the rebrand is designed to resonate with younger customers without abandoning its heritage.
Marketing expert Thomas Murphy told Newsweek:
“The desire to rebrand is typically driven by either a major change in consumer behaviors or a brand dramatically changing who they want to be going forward. In the case of Cracker Barrel, they appear to be staying consistent with the products and experience they provide to the market.”
Who’s Behind the Change?
Adding to the controversy, conservative activist Robby Starbuck highlighted board member Gilbert Davila’s role in shaping the company’s new direction. Davila, who joined the board in 2020, runs a DEI (Diversity, Equity, and Inclusion) consulting firm.
“What qualified him for this board seat?” Starbuck asked in a viral video. “He’s owned a DEI consulting and strategy firm for 15 years that focuses on pushing DEI and DEI advertising.”
The Bigger Picture
The backlash against Cracker Barrel’s rebrand mirrors broader tensions in corporate America over brand identity and political polarization. While some argue the changes are necessary to stay relevant, others believe companies risk alienating their loyal base in pursuit of social trends.
As one frustrated customer wrote:
“We came for biscuits and gravy, not corporate virtue signaling.”
Whether Cracker Barrel’s $700 million gamble pays off—or backfires spectacularly—remains to be seen.
https://twitter.com/robbystarbuck/status/1959097759350378743
