"Sales at Cracker Barrel Old Country Store Inc. took a hit from the political firestorm that emerged after the chain updated its logo, underscoring the real-life business impact of social media outrage fanned by the president. Transactions also slowed at the restaurants starting on Aug. 19, debit and credit card data from Bloomberg Second Measure show. That's when the company unveiled a new emblem that modernized the font and removed an overalls-clad man known as Uncle Herschel."
"Other full-service restaurants had mixed results during the same period, suggesting that Cracker Barrel's woes weren't due to a seasonal or industrywide trend but rather to the logo change, according to Second Measure. Cracker Barrel had rebranded as part of a broader plan to attract younger customers and spark growth after struggling with persistent traffic declines. But the social media fiasco and ensuing diner retreat show how easily brands can get sucked into political controversies at a time of heightened polarization."
Sales at Cracker Barrel fell after the chain unveiled a redesigned emblem on Aug. 19 that modernized the font and removed an overalls-clad figure known as Uncle Herschel. Transactions slowed through Aug. 26 as critics on social media, particularly political conservatives, accused the chain of erasing traditional American elements and labeled the brand "woke" for embracing diversity, equity and inclusion principles. Cracker Barrel restored the old logo after President Donald Trump weighed in and apologized for its communication. Debit and credit card data indicate the decline was specific to Cracker Barrel rather than an industrywide trend. One store in Kennesaw, Georgia, was described as "dead for a week."
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