In recent months, a troubling trend has emerged across various sectors, from museums to major corporations, as the Trump culture war continues to escalate. This phenomenon was starkly illustrated when Cracker Barrel, a popular restaurant chain, found itself under fire after altering its traditional “Old Timer” logo. The backlash not only highlights the cynicism behind these cultural attacks but also raises questions about the broader implications for American society.
On August 19, Donald Trump ignited his campaign against institutions like the Smithsonian, labeling it as “the last remaining segment of ‘WOKE’.” He condemned the museum for discussing the darker aspects of American history, including slavery and the struggles of marginalized communities. Almost immediately, his son, Donald Trump Jr., jumped into the fray, targeting Cracker Barrel in a similar manner, rallying a right-wing social media mob against the restaurant chain.
Cracker Barrel has experienced stagnant sales, partially due to its outdated image, embodied by the “Uncle Herschel” logo. This logo depicted a nostalgic portrayal of Americana—a geezer in overalls sitting cross-legged on a barrel. However, research indicated that this antiquated branding was unappealing to younger customers. In response, Cracker Barrel undertook a marketing facelift, updating its logo and revitalizing its interior decor to attract a more modern clientele.
Following this branding update, Donald Trump Jr. retweeted a post from the Woke War Room that criticized Cracker Barrel’s CEO, Julie Felss Masino, for abandoning a “beloved American aesthetic.” He called for her resignation, arguing for a return to the chain’s traditional image. However, it’s worth noting that Trump Jr.'s experience with Cracker Barrel is questionable, given the absence of locations in his affluent neighborhoods.
The right’s reaction to Cracker Barrel’s rebranding showcases a broader strategy employed by culture warriors, who aim to impose strict ideological conformity across American institutions. Hillsdale College, a conservative bastion, even compared Cracker Barrel to the Smithsonian, labeling its customers as “truth-seeking Americans.” Such rhetoric underscores the culture war’s reach, extending beyond mere logo changes to a larger ideological battle.
In a dramatic escalation, the Woke War Room accused Cracker Barrel of enforcing a “DEI regime” (Diversity, Equity, and Inclusion). They claimed that the restaurant chain's policies discriminated against certain groups, a narrative further fueled by conservative activists like Robby Starbuck, who threatened to expose Cracker Barrel’s alleged leftist tendencies.
Starbuck, a self-styled anti-DEI activist, has positioned himself as a prominent figure within the right-wing movement. He gained traction by denouncing Cracker Barrel for its participation in LGBTQ+ pride events, labeling it a microcosm of leftist activism. This kind of incendiary rhetoric is part of a larger strategy to galvanize support against companies perceived as aligning with progressive values.
Christopher Rufo, another key player in the culture war, has openly stated that the battle against institutions like Cracker Barrel is vital for conservative ideology. He advocates for using political power to reshape education and culture, drawing inspiration from authoritarian regimes abroad. Rufo’s perspective reveals the calculated nature of these attacks, which aim to instill fear in corporations that stray from conservative orthodoxy.
As the backlash intensified, Trump himself weighed in, urging Cracker Barrel to “admit a mistake” and restore its original logo. Following this pressure, Cracker Barrel executives reportedly contacted the Trump White House, signaling their intent to revert to the “Old Timer” logo. This swift capitulation highlights the overwhelming influence of the Trump culture war on corporate decision-making.
The Cracker Barrel saga serves as a cautionary tale about the ongoing culture wars and their implications for American society. The aggressive tactics employed by right-wing activists demonstrate a willingness to target any institution that deviates from their ideological standards. As the battles rage on, one must question how far these cultural skirmishes will extend and what they mean for the future of American businesses and institutions.
