Cracker Barrel, a 56-year-old southern restaurant chain known for its nostalgic Americana aesthetic, recently attempted a brand refresh with a new logo and updated interiors. This marked the chain’s fifth logo change, eliminating the longstanding image of “Uncle Herschel” and the words “Old Country Store,” in favor of a minimalist design featuring simply “Cracker Barrel” against a gold background. The rebranding initiative aimed to attract younger customers amid declining sales.
However, the rebrand quickly escalated into significant controversy, drawing criticism from conservative circles, which accused the company of “wokeness.” Prominent figures such as Donald Trump Jr. voiced their objections online, labeling the brand’s changes as politically motivated efforts to cater to progressive values. A notable response from conservative activist Christopher Rufo called for collective action against such corporate decisions, framing it as a broader battle against companies perceived as “wokifying.”
As the backlash intensified, Cracker Barrel’s stock value fell by over 10% shortly after the brand reveal. This prompted a reaction from Donald Trump, who suggested that the company revert to its old logo. In response to public discontent, Cracker Barrel announced it would return to its previous branding, stating they had listened to customer feedback. Notably, a senior White House official mentioned that Cracker Barrel executives had reached out to thank Trump for his input on the logo issue.
Following the decision to restore the logo, the company’s stock rebounded more than 8%, and additional changes included removing a Pride page from its website. The incident reflects ongoing tensions in corporate America regarding cultural and political alignments, as consumers increasingly demand brands to align with their values. This trend is not unique to Cracker Barrel, as several corporations have faced similar scrutiny over perceived “wokeness” in recent years.
Source: https://www.theguardian.com/us-news/2025/aug/30/cracker-barrel-backlash