Cracker Barrel CEO Pathetic
Cracker Barrel is facing significant online backlash following the reveal of its first logo change in 48 years. The rebrand is part of a $700 million overhaul, with the new design moving away from the familiar man resting by a barrel.
The swift criticism was led by conservative figures and politicians. Representative Byron Donalds of Florida voiced his disapproval on social media, urging the chain to “Make Cracker Barrel Great Again” and labeling the update a “woke rebrand.”
In response to the uproar, the company issued a statement affirming its core values remain unchanged. It emphasized that “the heart and soul of Cracker Barrel haven’t changed” and that the beloved character Uncle Herschel remains central to its restaurants and menu.
The new logo is described as a call-back to the brand’s 1969 text-only original. The company stated the redesign is “rooted even more closely to the iconic barrel shape and wordmark that started it all.”
Conversely, many social media users ridiculed the conservative backlash. One highly viewed post sarcastically questioned, “Why would they remove the cracker & the barrel?”, highlighting the new logo still features a barrel.
The incident demonstrates how corporate branding decisions can quickly become focal points in online culture wars. Logo changes are increasingly seen as signals of a company’s political or social stance.
Despite the controversy, Cracker Barrel maintains that the redesign is a modern evolution meant to work across digital and physical platforms, while still honoring its country store heritage.
