Cracker Barrel unveiled a minimalist logo, modernized interiors and new menu items, removing the iconic Uncle Herschel image and the words Old Country Store. The change was the chain's fifth logo update and part of an effort to stay relevant and attract younger customers amid declining sales. Conservative commentators and influencers denounced the redesign online, framing it as corporate 'wokeness' and urging punitive responses. The backlash coincided with a more than 10 percent slide in the company's stock. Following sustained pressure and public calls for reversal, the company announced it would return to the previous logo and maintain the Old Timer image.
It was supposed to be a simple rebrand or so Cracker Barrel thought. Earlier this month, the 56-year-old southern restaurant chain known for its country-store charm and nostalgic Americana aesthetic unveiled a new look: a minimalist logo, more modern interiors and a handful of new menu items. Gone was the familiar image of Uncle Herschel, the old man in overalls leaning against a wooden barrel.
corporate America. In conservative circles online, the backlash was swift. WTF is wrong with @CrackerBarrel??! Donald Trump Jr posted on X. Conservative activist Christopher Rufo declared: We must break the Barrel, adding that it's not about this particular restaurant chain who cares but about creating massive pressure against companies that are considering any move that might appear to be wokification'.
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