A grandfather loved Cracker Barrel and often said "Let's go to Cracker for breakfast" during Ohio visits. The grandfather died 20 years ago and would avoid Cracker Barrel if he knew the chain harbored hostility toward LGBTQ+ people and that his grandson is gay. The chain undertook a brand refresh that removed the old white man next to the barrel and introduced a sleeker, lifeless logo. The change provoked intense backlash, amplified by political figures, prompting Cracker Barrel to revert to its old logo. The episode illustrates how cultural grievance and political pressure can drive swift corporate reversals and brand conservatism.
He died 20 years ago, and I can say with certainty that he wouldn't be dining at his beloved Cracker today. If he knew the chain harbored hostility toward LGBTQ+ people, and that his grandson was gay, he'd "stay the hell away," as he'd say. If he knew how deep in the bag they were for Donald Trump, he'd most certainly opt for Bob Evans instead.
Cracker Barrel thought it would be smart to quietly refresh its brand, removing the old white man next to the barrel and rolling out a sleeker but lifeless logo. And, double wow, the heated backlash that it spurred was way over the top.. For the life of me, I couldn't figure out what all the fuss was about, but then it hit me.
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