Cracker Barrel, the beloved southern restaurant chain known for its country-store charm and nostalgic Americana aesthetic, recently attempted what they thought would be a simple rebrand. Earlier this month, the 56-year-old company unveiled a new look that included a minimalist logo, modernized interiors, and several new menu items. The iconic image of “Uncle Herschel,” the old man in overalls leaning against a wooden barrel, was replaced with a pared-down logo featuring a gold background and the words “Cracker Barrel.” This marked the chain’s fifth logo change in its history and was part of a broader strategy to stay relevant and attract younger customers amid declining sales.
What Cracker Barrel envisioned as a routine refresh quickly escalated into a political storm, making the company a target in the ongoing campaign against perceived “wokeness” in corporate America. The backlash was swift, particularly within conservative circles online. Donald Trump Jr. expressed his outrage on social media, asking, “WTF is wrong with @CrackerBarrel??!” Conservative activist Christopher Rufo also chimed in, stating, “We must break the Barrel,” and emphasizing that this issue was about creating pressure against companies that might appear to be engaging in “wokification.”
Rufo's comments included a warning: “The implicit promise: Go woke, watch your stock price drop 20 percent, which is exactly what is happening now.” Indeed, within days, Cracker Barrel’s stock plummeted by more than 10%, further fueling the outrage.
The controversy even reached the White House, where former President Donald Trump voiced his opinion. He tweeted, “Cracker Barrel should go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before. Make Cracker Barrel a WINNER again.” Following this public pressure, Cracker Barrel quickly reversed its decision, announcing, “We said we would listen, and we have.” The company declared that the new logo would be retired, and the “Old Timer” would remain.
A senior White House official revealed that Cracker Barrel executives reached out to thank President Trump for his input regarding their original logo. The official noted that the company had heard both the President and customer feedback, leading to the restoration of the old logo. Following this reversal, Cracker Barrel’s stock rebounded more than 8% by Wednesday.
In addition to reinstating the old logo, Cracker Barrel reportedly removed a dedicated “Pride page” from its website shortly after the backlash. This move further showcased the influence of right-wing voices in shaping corporate policies, as many companies have faced similar backlash for their efforts to embrace inclusivity and diversity. This cultural phenomenon has led to a growing narrative among conservative activists asserting their impact on corporate America.
Cracker Barrel’s rebranding effort became a political flashpoint, not surprising given its history of marketing a vision of “old country” America, often associated with conservative values. Jarvis Sam, a professor at Brown University, noted that the restaurant's imagery is often seen as an idealized representation of the “good old days,” which for many was not a safe or nostalgic time.
Founded in 1969, Cracker Barrel has faced accusations of sexual and racial discrimination. In 1991, the company adopted a policy that led to the termination of LGBTQ+ employees, resulting in protests. The restaurant chain also settled allegations of racist treatment and discrimination against Black customers and employees in 2004 for $8.7 million. In recent years, the brand has faced backlash for its attempts to broaden its appeal, including the introduction of meatless sausage and acknowledging Pride Month on social media.
Cracker Barrel is not alone in navigating the turbulent waters of right-wing backlash against perceived “wokeness.” Other companies, such as Bud Light and Target, have faced significant consumer backlash for their marketing decisions. Bud Light experienced a nearly 25% drop in sales after partnering with transgender influencer Dylan Mulvaney, while Target pulled some Pride merchandise in response to threats against its stores. As the conservative movement continues to challenge corporate America’s efforts to embrace diversity, the phrase “Go woke, go broke” has become a rallying cry among right-wing activists.
Nooshin Warren, a marketing professor at the University of Arizona, explained that companies often mirror the ideologies of those in power, believing that it reflects the majority in a democratic setting. In today's politically charged climate, where social media amplifies voices, the loudest opinions often dominate. This has led to increased political engagement and activism around corporate branding and policies.
Warren noted that the Cracker Barrel controversy reflects a cultural shift in the U.S., where nearly every aspect of life has political implications. “We are a politically charged country right now,” she stated, emphasizing the influence of top figures on corporate behavior.
As the Trump administration continues to exert influence over corporate behavior, reports have indicated that major corporations, including Mastercard and PepsiCo, have scaled back their Pride marketing due to political pressure and economic uncertainty. In the entertainment sector, companies like Discovery and Disney are reconsidering their diversity initiatives. An April survey revealed that nearly 40% of major U.S. brands plan to reduce Pride-related engagement in 2025, a significant indicator of the current corporate climate.
David Reibstein, a marketing professor at the University of Pennsylvania’s Wharton School, commented that Cracker Barrel's logo change should have been a non-issue. However, once it caught attention and the former President intervened, the company felt compelled to respond. He noted that such political pressure is reshaping corporate behavior, extending beyond individual companies to influence broader cultural institutions.
As the influence of the MAGA movement continues to grow, Cracker Barrel’s experience serves as a cautionary tale for other companies navigating the complex landscape of politics and consumer sentiment in the U.S.
