US EditionRestaurant Chain Acknowledges Rebrand Flop, but Won’t Revert to Previous Logo
Cracker Barrel's simplified logo, part of a modern rebrand, faced criticism from public figures and fans; shares dropped over 10% after the announcement, company said.
- Last week, Cracker Barrel, Lebanon, Tennessee rolled out a simplified logo removing Uncle Herschel and apologized while shares fell less than 1% to close at $54.26 Monday.
- As part of a wider rebrand the chain said it refreshed restaurants with lighter paint and modern furniture to attract a new generation of customers, following a decade-long minimalist branding trend while keeping heritage central.
- Social media and public figures pushed back, with Donald Trump Jr. criticizing and Steak n' Shake warning, "Heritage is what got Cracker Barrel this far, and now the CEO wants to just scrape it all away," while company research showing 87% approval stressed Uncle Herschel stays in restaurants.
- Political figures piled on, increasing pressure for a reversal as President Donald Trump urged on Truth Social, `Cracker Barrel should go back to the old logo, admit a mistake based on customer response`, while Congressman Byron Donalds criticized the redesign for its impact on his faith.
- Internet backlash to rebrands is predictable and recurring, with design commentators and firms warning that flattening detail risks erasing brand identity and personality, often prompting later restoration efforts.
36 Articles
36 Articles
Cracker Barrel anti-woke critics slammed as unintelligent by Boston Globe food critic
A Boston Globe food critic defended Cracker Barrel’s controversial rebrand in a new piece, mocking detractors as having "biscuits for brains.""It would be nice if every single small thing did not now have to become a pawn in a ginned-up culture war," Devra First wrote Tuesday. "However, the Tennessee-based restaurant chain Cracker Barrel has rebranded, and according to some people with biscuits for brains, its new logo is ‘woke.’ There is so muc…
Cracker Barrel Scandal Worsens After Stunning 'Woke' Sponsorship Is Uncovered
The screws are tightening for Cracker Barrel less than a day after the company’s ham-handed attempt to address a mushrooming controversy over the redesign of its longtime logo. Conservative sleuths have uncovered a sponsorship the company made in support of Nashville Pride 2024, the liberal city’s annual LGBT celebration where children were present. A video recap recirculating on X shows scantily clad men and drag queens dancing in the streets a…
Cracker Barrel desperately rewrites 'inclusion' and DEI web page after backlash
Cracker Barrel has changed its diversity page at least three times this month as it deals with backlash from the redesign.Love for the franchise tanked when customers saw the company had changed its recognizable logo into a shadow of its former self, removing the "old-timer" known as Uncle Herschel sitting on a chair next to a barrel.'Discrimination, overt or through unconscious bias, has no place at Cracker Barrel Old Country Store.'Also gone w…
Coverage Details
Bias Distribution
- 43% of the sources lean Right
Factuality
To view factuality data please Upgrade to Premium
