Cracker Barrel is altering its iconic and well-known emblem for the primary time in almost 50 years. Sadly, the brand new emblem sucks, and is a component of a bigger development of firms ditching their distinctive qualities and going as broad as potential so as to make the road go up. And in some way this new boring emblem, based on chuds on-line, is additionally an instance of “going woke.” People, it’s a multitude on the market.
On August 19, Cracker Barrel introduced that it was ditching its 48-year-old emblem that includes a person sitting subsequent to a barrel. As a substitute, the restaurant that makes a speciality of “Southern consolation meals” has changed the well-known emblem with a brand new one that’s merely a yellow form with the Cracker Barrel title slapped on it. It’s the type of factor that I might whip up in Photoshop in below 5 minutes, although I wouldn’t receives a commission the doubtless tens of 1000’s of {dollars} (or extra) that the individuals who truly created the brand new emblem acquired.
There’s no manner round it: The brand new emblem is boring, bland, and unhealthy. Individuals hate it. You don’t should look exhausting to seek out loads of individuals on-line sharing unfavourable ideas on the brand new, modernized emblem. It’s additionally half of a bigger, much less talked-about rebrand that has been taking place at Cracker Barrel during the last 12 months or so, with previous eating places ditching their rustic search for stylish white partitions and trendy design touches.
“Our story hasn’t modified. Our values haven’t modified,” mentioned Cracker Barrel’s CMO Sarah Moore. “With ‘All of the Extra,’ we’re honoring our legacy whereas bringing recent power, considerate craftsmanship and heartfelt hospitality to our visitors this fall.”
The truth is that Cracker Barrel’s “story” has modified, as a result of it’s now 2025 and it’s a publicly traded firm. At the moment, you’ll be able to’t simply be a profitable restaurant that grandparents convey their grandkids to to allow them to share tales from “again in my day…” over giant parts of so-so consolation meals. You may’t simply be a worthwhile firm. You must develop. It’s essential to at all times develop. The stockholders demand it. They’ll minimize your head off and exchange you if there isn’t regular, unending progress. Making that line go up is all that issues, and if meaning ditching a basic emblem which may have delay some youthful eaters, or shedding individuals endlessly, so be it. As a substitute of attempting to be one factor for some individuals, Cracker Barrel and different firms determined to develop have to be many issues to everybody. And in attempting to enchantment to all, Cracker Barrel has stripped itself of its well-known emblem and distinctive traits, which makes it exhausting to justify going there for a meal.
Cracker Barrel, Welcome To The Tradition Struggle
However after all, additionally as a result of it’s 2025, this emblem change can’t simply be one thing all of us take a look at, shake our heads at, possibly make just a few jokes or feedback about, after which transfer on from. Nope! Altering the brand has set off a firestorm on-line amongst chuds and weirdos, with certainly one of President Trump’s sons complaining concerning the change for instance of an organization “going woke.”
WTF is improper with @CrackerBarrel??! https://t.co/LkYB5N34Qi
— Donald Trump Jr. (@DonaldJTrumpJr) August 20, 2025
Conservative activist Robby Starbuck posted on Thursday: “Good morning @CrackerBarrel! You’re about to be taught that wokeness actually doesn’t pay.” Over on the Cracker Barrel subreddit, which is a factor even when it has a really tiny neighborhood, you’ll find a wierd combine of individuals complaining about meals whereas sharing memes calling the meals joint “Cucker Barrel.”
“I believe it’s time for the Workers and Clients to Stand Up. Go Woke Go Broke,” mentioned one poster. One other particular person shared a petition to fireside the CEO of Cracker Barrel over the adjustments. The petition had one signature, and the poster had 0 upvotes.
To be clear, I don’t assume Cracker Barrel altering a emblem is “going woke,” no matter that idiotic criticism means at present. Nor do I believe it’s an assault on previous American values. I do, nevertheless, assume Cracker Barrel’s simplified emblem and shift to extra sterile-looking eating rooms are unhealthy and irritating. I don’t need all the pieces to be focused to everybody with no distinct traits or options. I’d prefer to have the selection to go to a spot that’s stuffed with old-timey decorations and an enthralling emblem from the ’70s.
Additionally, Cracker Barrel, just a few emblem adjustments and a few white partitions aren’t going to trick me or youthful individuals into consuming there. I say lean into your clientele and make the menus cursive and put rotary telephones on every desk that you must use to order your meals. Give these grandparents much more stuff to level at and go, “Oh, I guess you don’t know what that’s!” whereas their younger grandkids roll their eyes. Not all the pieces must enchantment to the lots. That’s how you find yourself with boring Marvel films and boring video games which might be overstuffed with each characteristic you’ll be able to consider. And that appears like a horrible future.
