In a significant move following public backlash, Cracker Barrel has reverted to its original logo after facing criticism over its modern redesign. The decision comes amidst an uproar from conservative circles, particularly those aligned with the MAGA movement, who expressed their discontent with the restaurant chain's attempt to adopt a more minimalist aesthetic as part of a comprehensive $700 million rebrand.
In addition to the logo change, Cracker Barrel has also quietly removed the Pride and Diversity, Equity, and Inclusion (DEI) sections from its website. According to the archive tool, Wayback Machine, the restaurant chain previously featured a dedicated page for Pride and another outlining its DEI policy. Currently, the site only includes a section labeled “Culture and Belonging,” which lacks the previous content that highlighted the company’s commitment to diversity.
Reports from The Hill indicate that the former DEI page emphasized Cracker Barrel’s intention to enhance leadership development and mentorship programs aimed at recruiting and advancing a diverse workforce. After receiving feedback, a Cracker Barrel spokesperson informed CNN that the company opted to eliminate “out-of-date content” from its online presence.
The rebranding initiative aimed to modernize Cracker Barrel’s image by removing the iconic figure known as Uncle Herschel and the barrel itself, leaving only the company’s name. However, the backlash reached a peak when former President Donald Trump, who has been vocal against DEI initiatives since his return to politics, remarked that restoring the old logo would benefit the business. He stated on Truth Social, “Cracker Barrel should go back to the old logo, admit a mistake based on customer response, and manage the company better than ever before.”
In a related development, the White House shared an image of the former logo on X with a succinct message: “Go woke, go broke.” Following this flurry of criticism, Cracker Barrel issued a statement thanking its customers for their feedback and announced that the new logo would be eliminated in favor of the traditional design, declaring that their “Old Timer” logo would remain.
The day before the logo reversal, a Cracker Barrel spokesperson had told Fox News Digital that the feedback from both employees and diners regarding the refreshed dining and shopping experience was “overwhelmingly positive and enthusiastic.” However, they acknowledged that a “vocal minority” opposed the change, particularly those associated with the MAGA movement who viewed the rebrand as part of a broader “woke” agenda.
In the aftermath of the logo change, anti-DEI activist Robby Starbuck criticized Cracker Barrel for maintaining its Pride and DEI pages on the website. He took to X to express his discontent, stating, “Cracker Barrel still proudly has their LGBTQ+ and DEI page on their website and they haven’t said that they’ll end funding for all ages pride events. They don’t deserve your money for fixing the logo.”
Starbuck later celebrated what he called a “major victory” when Cracker Barrel subsequently removed the contentious pages from its website, highlighting the ongoing tensions surrounding corporate branding and social responsibility in America today.
