Cracker Barrel revealed a new logo that removes the man sitting on a chair and leaning on a barrel and slightly alters the font as part of a broader modernization plan. The change triggered significant backlash from critics who characterized the update as erasing Americana and labeled it 'woke,' with some social media users declaring the brand had lost its soul. The company’s stock briefly fell nearly $100 million in value before a modest rebound. CEO Julie Felss Masino presented the refresh as part of a turnaround to update menus, restaurants, and relevance, while branding experts called the update modest.
Cracker Barrel's new logo refresh, has sparked major backlash from critics who view it as a loss of tradition and a "woke" move, even briefly wiping nearly $100 million off the company's market value. While some argue the change erases the brand's Americana identity and nostalgia, branding experts say the modest update is part of a broader modernization strategy and reflects the tension between preserving tradition and staying relevant.
One Americana brand isn't getting the barrel-of-monkeys response they were hoping for when launching their new logo this week. Cracker Barrel-one of the most iconic restaurant chains in America, deeply rooted in Southern food and hospitality-this week revealed a new look. A tweak to the logo removes the man sitting on a chair and leaning on a barrel, and the font appears to have slightly changed.
'Cracker Barrel didn't just lose its logo. It lost its soul,' wrote an X user called @DesireeAmerica4, whose bio section reads: 'Unapologetically America First. Igniting debate. Standing tall for the everyday American.' 'This isn't modernization. It's extermination of Americana, of warmth, of memory,' she continued. 'Congratulations, Cracker Barrel. You're now Woke Barrel. Nobody asked for this.' Cracker Barrel lost nearly $100 million in value in trading on Thursday. The stock slightly rebounded Friday, up about 0.25% in the late afternoon.
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