Cracker Barrel is altering its iconic and well-known brand for the primary time in practically 50 years. Sadly, the brand new brand sucks, and is an element of a bigger development of companies ditching their distinctive qualities and going as broad as doable with a purpose to make the road go up. And one way or the other this new boring brand, in response to chuds on-line, is additionally an instance of “going woke.” Of us, it’s a multitude on the market.
On August 19, Cracker Barrel announced that it was ditching its 48-year-old logo that includes a person sitting subsequent to a barrel. As a substitute, the restaurant that focuses on “Southern comfort food” has changed the well-known brand with a brand new one that’s merely a yellow form with the Cracker Barrel title slapped on it. It’s the form of factor that I might whip up in Photoshop in below 5 minutes, although I wouldn’t receives a commission the seemingly tens of 1000’s of {dollars} (or extra) that the individuals who truly created the brand new brand acquired.
There’s no manner round it: The brand new brand is boring, bland, and unhealthy. Folks hate it. You don’t need to look arduous to search out loads of individuals on-line sharing unfavourable ideas on the brand new, modernized brand. It’s additionally half of a bigger, much less talked-about rebrand that has been taking place at Cracker Barrel during the last yr or so, with previous eating places ditching their rustic search for stylish white partitions and fashionable design touches.
“Our story hasn’t changed. Our values haven’t changed,” said Cracker Barrel’s CMO Sarah Moore. “With ‘All the More,’ we’re honoring our legacy while bringing fresh energy, thoughtful craftsmanship and heartfelt hospitality to our guests this fall.”
The truth is that Cracker Barrel’s “story” has modified, as a result of it’s now 2025 and it’s a publicly traded firm. At the present time, you’ll be able to’t simply be a profitable restaurant that grandparents convey their grandkids to to allow them to share tales from “back in my day…” over giant parts of so-so consolation meals. You may’t simply be a worthwhile firm. It’s a must to develop. You will need to all the time develop. The stockholders demand it. They’ll minimize your head off and exchange you if there isn’t regular, endless development. Making that line go up is all that issues, and if meaning ditching a basic brand which may have delay some youthful eaters, or laying off people endlessly, so be it. As a substitute of attempting to be one factor for some individuals, Cracker Barrel and different firms determined to develop have to be many issues to everybody. And in attempting to attraction to all, Cracker Barrel has stripped itself of its well-known brand and distinctive traits, which makes it arduous to justify going there for a meal.
Cracker Barrel, Welcome To The Tradition Warfare
However after all, additionally as a result of it’s 2025, this brand change can’t simply be one thing all of us take a look at, shake our heads at, perhaps make just a few jokes or feedback about, after which transfer on from. Nope! Altering the brand has set off a firestorm on-line amongst chuds and weirdos, with one of President Trump’s sons complaining concerning the change for example of an organization “going woke.”
WTF is incorrect with @CrackerBarrel??! https://t.co/LkYB5N34Qi
— Donald Trump Jr. (@DonaldJTrumpJr) August 20, 2025
Conservative activist Robby Starbuck posted on Thursday: “Good morning @CrackerBarrel! You’re about to learn that wokeness really doesn’t pay.” Over on the Cracker Barrel subreddit, which is a factor even when it has a really tiny neighborhood, yow will discover a wierd combine of individuals complaining about meals whereas sharing memes calling the meals joint “Cucker Barrel.”
“I think it’s time for the Employees and Customers to Stand Up. Go Woke Go Broke,” said one poster. One other particular person shared a petition to fireside the CEO of Cracker Barrel over the modifications. The petition had one signature, and the poster had 0 upvotes.
To be clear, I don’t suppose Cracker Barrel altering a brand is “going woke,” no matter that idiotic grievance means right now. Nor do I feel it’s an assault on previous American values. I do, nonetheless, suppose Cracker Barrel’s simplified brand and shift to extra sterile-looking eating rooms are unhealthy and irritating. I don’t need every part to be focused to everybody with no distinct traits or options. I’d wish to have the selection to go to a spot that’s crammed with old-timey decorations and an enthralling brand from the ’70s.
Additionally, Cracker Barrel, just a few brand modifications and a few white partitions aren’t going to trick me or youthful individuals into consuming there. I say lean into your clientele and make the menus cursive and put rotary telephones on every desk that you must use to order your meals. Give these grandparents much more stuff to level at and go, “Oh, I bet you don’t know what that is!” whereas their younger grandkids roll their eyes. Not every part must attraction to the lots. That’s how you find yourself with boring Marvel films and uninteresting video games which might be overstuffed with each characteristic you’ll be able to consider. And that feels like a horrible future.
