Officials with the once-folksy American restaurant chain Cracker Barrel have responded to growing backlash against the company’s rebranding, which critics have derided as “woke” and “soulless.”
“Our values haven’t changed,” the restaurant told Newsweek in a statement. “The heart and soul of Cracker Barrel haven’t changed.”
Cracker Barrel’s statement continued, “Uncle Herschel remains front and center in our restaurants and on our menu. He is the face of ‘The Herschel Way,’ the foundation of how our 70,000-plus employees provide the country hospitality for which we are known.”
The Southern country-themed restaurant chain, founded in 1969, has changed its logo for the first time in 48 years. When the company opened its first location, its branding featured a text-only design. The name “Cracker Barrel” traces back to the 19th century, when people would gather around a barrel of crackers in country stores to socialize, Newsweek noted.
In 1977, the logo was updated to the version familiar to many customers, featuring an image of a man leaning against a barrel. In a recent press release, the company said the redesigned logo is “[r]ooted even more closely to the iconic barrel shape and wordmark that started it all.”
The logo change, part of a $700 million rebranding effort, drew immediate backlash, with conservative commentators sharply criticizing the company online. At the same time, others took to social media to mock the criticism itself, highlighting the polarized reaction.
Collin Rugg, co-owner of the Trending Politics website, characterized the rebrand and new logo as “depressing. Rep. Byron Donalds, a Republican from Florida, wrote on X, “No one asked for this woke rebrand. It’s time to Make Cracker Barrel Great Again.”
Thomas Murphy, a professor of practice in Clark University’s School of Business, 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. Their reason for making changes is the evolution of a younger audience who may not relate as much to the original brand.”
The official X account for the Democratic Party also added: “We think the Cracker Barrel rebrand sucks too.”
Conservative influencer and podcaster Owen Shroyer noted as well: “This is your logo. It’s literally a cracker and a barrel. Yes, own the hilarious irony of using a racial slur against your main demographic. It will attract that younger crowd you’re reaching for. Or serve better food.”
One person labeled Cracker Barrel “the Bud Light of formerly great restaurants.”
A Cracker Barrel board member is drawing criticism from conservative commentators following the restaurant chain’s recent rebrand and disclosures about its diversity initiatives.
Gilbert Davila, 61, has become a focal point of the backlash after joining the company’s board of directors in July 2020, during a period of major corporate restructuring. Davila is also one of Cracker Barrel’s largest individual shareholders, a role that gives him significant influence over the company’s strategy and direction.
His appointment to the board came during a broader period when many U.S. companies were reassessing brand identities and corporate policies.
Conservative activist Robby Starbuck highlighted Davila’s background in a recent video, claiming it helps explain Cracker Barrel’s recent strategic shifts. Starbuck argued the changes reflect an effort to appeal to more progressive audiences while moving away from the company’s traditional customer base.
“What qualified him for this board seat?” Starbuck asked in his video. “Well, you see, he’s owned a DEI consulting and strategy firm for 15 years that focuses on pushing DEI and DEI advertising.”
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