Dunno. Can't imagine why they think the new logo is better, though. It's like it's devoid of life or something. That's really the best they could think of? Where's the character?
“We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our ‘old timer’ will remain,” the company said in a statement.
On Tuesday, shares of the restaurant operator rose more than 6% after President Trump called on the company to change its logo back following a redesign it unveiled last week, which sent shares tumbling amid broad customer backlash.
"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," Trump said in a post on Truth Social Tuesday morning .
"They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity. Have a major News Conference today. Make Cracker Barrel a WINNER again."
After the company announced it decided to return to its old logo on Monday evening, its stock jumped again in after-hours trading, gaining more than 5%.
Cracker Barrel stock fell more than 14% last week after the company announced the fifth evolution of its logo to a more minimalist look, removing the image of Uncle Herschel.
Cracker Barrel stock fell more than 14% last week after the company announced the fifth evolution of its logo to a more minimalist look, removing the image of Uncle Herschel.
Psst. I have read that its not "Uncle Herschel".
It’s Not Uncle Herschel On Our Logo
Who is Uncle Herschel, you ask? Herschel McCartney was the uncle of our founder, Dan Evins. He was Cracker Barrel’s goodwill ambassador, strolling through the towns, inviting people to join him at our stores. He lived by the golden rule, “Treat everybody as you’d like to be treated yourself. Be down to earth, humble, soft-spoken and wear a smile” (and serve delicious food–check!)
People have speculated that it’s Uncle Herschel on the Cracker Barrel logo over the years, but that’s not the case. The logo was created by Nashville designer Bill Holley on a napkin back in 1977 with the goal of creating a feeling of nostalgia with an old-timer wearing overalls.
This year we even unveiled a brand-new logo! Rather than just showing one person, we wanted to feature lots of people. The idea was to celebrate the diversity of all our guests with a logo that represented our continued passion for pleasing people of all races, colors, and gender.
Well, there you go! Can't have Cracker Barrel pulling that "diversity" crap on conservatives. . . unless they want tp endure the 'wrath' of all 70 million plus MAGAs!
It goes to the essentials of business: You go along to get along! When a liberal was president - they go liberal. When a conservative is president you go conservative. Apparently, Trump has not reached a 'spot' in the companies where whatever really matters principally is 'pricked.' Trump is 'working' these companies by messing with their profit-margins. He threatens to 'sic' MAGA supporters on them and that is a powerful 'tool' in his so-called "negotiations."
We are once again in the area of the 'robber barons." That is, we are seeing how money is made when profit or GREED is the object. Principle takes a back seat.
This kind of activity is what Trump means by he is smart! Yes, he is if you like cut-throat business relationships!
OR it could be the losing of $100 million of corporate value in a 24 hr period , and the subsequent loss of almost another $100 mil in stock value , that made the choice to walk things back a better choice .
either way they got a hell of a lot of free advertising while this all went on , much more than what they budgeted .
Cracker Barrel stock fell more than 14% last week after the company announced the fifth evolution of its logo to a more minimalist look, removing the image of Uncle Herschel.
Anyone remember the controversy that Bud Light created when tried to "improve" their image?
The Bud Light controversy stemmed from a promotional campaign in April 2023 featuring transgender influencer Dylan Mulvaney for "365 days of girlhood," which led to significant backlash from conservative consumers and anti-LGBTQ+ activists.
Critics called for a boycott of the brand, causing a decline in Bud Light's sales and market share, as many consumers felt the partnership conflicted with their personal values or the brand's traditional image.
The company's subsequent attempts to distance itself from the campaign and issue an apology were viewed as an insult to the LGBTQ+ community by supporters and were insufficient to appease boycotters.
Bud Light, previously America's top-selling beer, experienced a significant drop in sales and market share as consumers switched to competing brands like Modelo Especial, Coors Light, and Miller Lite.
The idea was to celebrate the diversity of all our guests with a logo that represented our continued passion for pleasing people of all races, colors, and gender.
That's ridiculous! I wonder how many (if any!) people looking at that logo thought: "Aha-- it represents diversity!
My reaction? The original represents an old fashioned country store. Rural-- where many people know their neighbours. A nice picture. But to me the new one is bland-- and boring!
My reaction? The original represents an old fashioned country store. Rural-- where many people know their neighbours. A nice picture. But to me the new one is bland-- and boring!
Some people have said they feel the original label represnts a country store in the Old South. Well, to me it represents an old country store-- but typical of those I've know in Vermont. (Obviously Vermont was never a member of The Confederacy!!!)
I agree. However, it is their statement (not mine). So I 'report' - you decide! I think they mean it a 'neutral' logo would appear to invite in the Other. . .as opposed to the plains and countryside NOSTALGIA woven into the original logo (after all these decades of doing business). That is, Cracker Barrel appears to want to broaden its image, influence, and bottom line.
What Is The Cracker Barrel Controversy All About ?
The Cracker Barrel controversy centers around the restaurant chain’s 2025 logo redesign, which dropped the iconic image of a man sitting beside a barrel—a symbol many associated with Southern nostalgia and the brand’s “old country store” roots.
🧱 What Changed
The new logo is text-only, featuring a simplified barrel motif and cleaner typography.
It’s part of a $700 million rebranding campaign aimed at modernizing Cracker Barrel’s image and appealing to younger customers【12†】【16†】.
The redesign also includes restaurant remodels with brighter interiors and less cluttered décor【15†】.
🔥 Why It Sparked Backlash
Conservative critics, including Donald Trump Jr. and country singer John Rich, accused the brand of going “woke” by removing the “Old Timer” figure, which they saw as a symbol of traditional Americana【12†】【22†】.
Some social media users likened the change to “brand suicide,” claiming it erased the chain’s identity【13†】【15†】.
The controversy echoes earlier branding debates—like Land O’Lakes removing its Native American imagery—and taps into broader culture war tensions over nostalgia, identity, and corporate messaging【12†】【14†】.
🧠 Cracker Barrel’s Response
CEO Julie Felss Masino defended the redesign, saying it’s “for today and for tomorrow” and that the brand’s values haven’t changed【13†】【15†】.
The company emphasized that “Uncle Herschel” (the man in the old logo) still appears on menus and in-store branding【22†】【24†】.
🧭 Bigger Picture
This isn’t just about a logo—it’s about how brands navigate cultural symbolism, consumer loyalty, and political identity in a polarized marketplace. Cracker Barrel’s attempt to modernize collided with a segment of its customer base that sees such changes as ideological, not aesthetic.
Want to explore how other brands have handled similar rebranding controversies or how this might affect Cracker Barrel’s business long-term?
The Cracker Barrel controversy centers around the restaurant chain’s 2025 logo redesign, which dropped the iconic image of a man sitting beside a barrel—a symbol many associated with Southern nostalgia and the brand’s “old country store” roots.
Copilot is hallucinating again. Are we to believe that all the Cracker Barrel restaurants located in Wisconsin, Illinois, Minnesota, Michigan, and New York are associated with Southern nostalgia? That's utter bullshit.
The Old Country Store and the old timer are not reminders of an urban past, are they? Maybe people are upset with losing another bit of Americana and connection with rural America. I don't know anyone who longs for a simple time using New York or Chicago as examples. The symbolism of small town main street with the Old Country Store and houses with picket fences that are used to evoke wholesome values, a sense of community, and national identity. That might have something to do with why people are upset.
Evidently some on the enraged right are calling this decision "woke". Do you think this is woke? Maybe they want to try and broaden their appeal. That is "woke" ?
Evidently some on the enraged right are calling this decision "woke". Do you think this is woke? Maybe they want to try and broaden their appeal. That is "woke" ?
The 'woke' movement attacks everything about America's past as being racist and white privilege. 'Woke' is anti-American. The change to the Cracker Barrel logo is 'woke' to the extent of removing symbols of Americana and rural connections. People don't write songs about deer and buffalo frolicking on the outer loop.
Are we to believe that all the Cracker Barrel restaurants located in Wisconsin, Illinois, Minnesota, Michigan, and New York are associated with Southern nostalgia? That's utter bullshit.
It really isn't.
Cracker Barrel originated in the South. Its menu centers around Southern cuisine. Looking at their menu, I see Nashville hot Southern fried chicken, honey butter Southern fried chicken, and weekend Southern fried chicken, as well as country ham and beignets, which are Southern foods. The fact that there are restaurants located in northern states does not negate that it is a Southern-themed restaurant chain. Rural, yes, but specifically rural and Southern.
Cracker Barrel originated in the South. Its menu centers around Southern cuisine. Looking at their menu, I see Nashville hot Southern fried chicken, honey butter Southern fried chicken, and weekend Southern fried chicken, as well as country ham and beignets, which are Southern foods. The fact that there are restaurants located in northern states does not negate that it is a Southern-themed restaurant chain. Rural, yes, but specifically rural and Southern.
That's funny. The menu here features things like a Classics Country Sampler featuring meatloaf or homestyle chicken or chicken & dumplings, chicken pot pie, crispy homestyle chicken, and New York strip steak (New England nostalgia?).
I don't think 1969 Nashville was known for celebrating Southern heritage. Nashville is known for country music that celebrates rural heritage from all parts of the country.
So if ABC canceled the Country Music Awards tv show because the ratings were bad, that would be "woke"? You are creating a strawman where any decision counter to the likes of rural areas is not fair.
Bad analogy. Try ABC changing the Country Music Awards to remove the country so it's just Music Awards.
Cracker Barrel isn't shutting down and going away. Cracker Barrel is trying to remove the 'country' connection.
Nothing there negates that it's a Southern chain focusing on Southern food and nostalgia.
In fact, it rather confirms it. From your link:
There are five common items found in every Cracker Barrel location. Can you guess what they are? • a deer head – traditionally positioned above the dining room fireplace. • horsehoes – hung above all front door exteriors bestowing good luck on everyone who enters. • a cookstove – used in some stores as a display in the gift shop. • an oxe yoke – above the front doors as they are nailed above barn doors in the South . • and a traffic light always placed above the vestibule to light the way to the restrooms.
All those foods are on the menu here, too. And New York strip is just a cut of meat. Country ham, OTOH, is a method of ham preservation specific to the South. Not my cup of sweet tea, but there it is.
BTW, I checked the menu for a Cracker Barrel in Minnesota. Southern fried chicken is on there, too. Yes, even that far north, some people pine for some southern fried chicken, grits, and sweet tea (the house wine of the south, according to Steel Magnolias, and also on the menu). Peach tea is mentioned as a specifically Southern drink, too.
Nashville is still in the South, regardless of whether you personally think it currently or in the past celebrated Southern heritage.
Face it, Nerm, Cracker Barrel has always been a Southern thing, and some folks are getting their panties in a bunch because its logo will now look a little less Southern, in their opinions.
You are the one claiming that negative actions toward rural preferences is "woke". If they canceled the CMA from tv would that be "woke"?
Cancelling the CMA would not be woke. Removing the country so it becomes just the Music Awards would be woke.
I am not the one that created this mess. I'm only explaining to you the consequences of attacking America's past by claiming it is racist and white privilege. I am telling you that in Republican-speak woke is the equivalent of anti-American. And Republicans really can cite all sorts of examples to support their claim.
Cracker Barrel is removing that Americana connection from its rebranding, its logo, and its restaurant décor. Removing that connection to Americana, for any reason, is woke. Republicans are going to attack Cracker Barrel for being woke. There's nothing southern about it; that's the strawman.
Maybe we shouldn't be letting people who support an attempt to overthrow a US election control the narrative regarding what is and is not anti-American.
And Republicans really can cite all sorts of examples to support their claim.
See my previous sentence.
Being aware of America's history is not anti-American. It's being educated.
I'm struggling to understand how changing the logo is attacking America's past.
Mental gymnastics by the perpetually triggered.
I seeded an article here years ago about how the same bunch, who like to laugh and call other people triggered, were upset because Cracker Barrel was adding vegan sausage to their menu.
Face it, Nerm, Cracker Barrel has always been a Southern thing, and some folks are getting their panties in a bunch because its logo will now look a little less Southern, in their opinions.
Well, if Cracker Barrel wants to cater to southern tastes (since it is a southern restaurant chain) wouldn't removing that connection from its branding, logo, and décor hurt its business? Based on your argument the southern connection is the selling point for the restaurant chain.
I do not understand the logic of what you are attempting to prove.
Well, if Cracker Barrel wants to cater to southern tastes (since it is a southern restaurant chain) wouldn't removing that connection from its branding, logo, and décor hurt its business? Based on your argument the southern connection is the selling point for the restaurant chain.
Is an old man in a rocking chair specifically Southern?
No.
But that won't stop some folks from getting upset, anyway. Some are just looking for reasons to be upset. Cracker Barrel logos. Vegan sausage at Cracker Barrel. It might hurt their business, among those types, but those types are probably the ones making the servers miserable, anyway.
I do not understand the logic of what you are attempting to prove.
Flip flopping, are you? YOU are the one who said Cracker Barrel is not a Southern thing. I proved it IS a Southern thing. With your helpful links, by the way. Thanks!
Now, if we now agree that Cracker Barrel is Southern, and you think changing a logo (not the food or merchandise) will cause it to lose business, we have proven (yes, you helped, with your link. Thanks again!) that Cracker Barrel might lose business among some Southerners with hair trigger tempers and persecution complexes, but it's because of those hair trigger tempers and persecution complexes. Who the hell goes to a restaurant just because of its logo?
Flip flopping, are you? YOU are the one who said Cracker Barrel is not a Southern thing. I proved it IS a Southern thing. With your helpful links, by the way. Thanks!
But you just said an old man in a rocking chair is not specifically southern.
Now, if we now agree that Cracker Barrel is Southern, and you think changing a logo (not the food or merchandise) will cause it to lose business, we have proven (yes, you helped, with your link. Thanks again!) that Cracker Barrel might lose business among some Southerners with hair trigger tempers and persecution complexes, but it's because of those hair trigger tempers and persecution complexes. Who the hell goes to a restaurant just because of its logo?
That is the question, isn't it? What kind of people goes to a Cracker Barrel. Is it genteel, high society types? White collar suburbanites? Tech nerds?
Even the south has a rural culture that conforms to the idea of rural America. Rural America shares many beliefs, traditions, and cultural characteristics across the country. Rural America isn't exclusively southern. So, I still stand by my contentions and comments. There's nothing about Cracker Barrel Old Country Store restaurants that exclusively says 'southern heritage'.
But you just said an old man in a rocking chair is not specifically southern.
You are aware that Cracker Barrel is a restaurant, yes? And that a restaurant and an old man in a rocking chair are not the same things? Cracker Barrel is Southern. An old man in a rocking chair is not. Those can both be true simultaneously because an old man in a rocking chair is not a restaurant.
What kind of people goes to a Cracker Barrel. Is it genteel, high society types? White collar suburbanites? Tech nerds?
I would say it depends on where you live. In my area, pretty much everybody eats at Cracker Barrel now and then. We don't have many choices.
There's nothing about Cracker Barrel Old Country Store restaurants that exclusively says 'southern heritage'.
You are aware that Cracker Barrel is a restaurant, yes? And that a restaurant and an old man in a rocking chair are not the same things? Cracker Barrel is Southern. An old man in a rocking chair is not. Those can both be true simultaneously because an old man in a rocking chair is not a restaurant.
No. You are claiming that Cracker Barrel is southern because it originated in Tennessee. Cracker Barrel restaurants reflect the country lifestyle of the region where the restaurant is located.
I would say it depends on where you live. In my area, pretty much everybody eats at Cracker Barrel now and then. We don't have many choices.
I doubt anyone walks into a Cracker Barrel expecting trendy food. Cracker Barrel is known for serving rustic homestyle food, often thought of as comfort food.
Your link says otherwise.
No. My link says Cracker Barrel is country; rural. You had to see that to find the five common things found in at every Cracker Barrel location. Here's the entire section
We Have Our Own Décor Warehouse
You might be surprised to learn that each Cracker Barrel location is uniquely different thanks to its décor. Dan Evins partnered with Kathleen and Don Singleton, who were owners of a local antique shop back in the late 1960s, and the rest is history (that’s literally hanging on the walls). Eventually, this would evolve into us having our own décor warehouse. This 26,000 square foot building houses over 90,000 artifacts and growing and was run by Kathleen and Don’s son, Larry Singleton, for over 40 years.
Each Cracker Barrel location averages around 1,000 authentic artifacts, each a reflection of an earlier era and its specific community. When it’s time to add décor to a new location, our décor team researches its history to identify artifacts that will complement the town and region. It’s almost like having a mini-museum to your town.
At the heart of every Cracker Barrel dining room is a wood-burning fireplace, turned on anytime the temperature drops below 40 degrees.
There are five common items found in every Cracker Barrel location. Can you guess what they are?
• a deer head – traditionally positioned above the dining room fireplace. • horsehoes – hung above all front door exteriors bestowing good luck on everyone who enters. • a cookstove – used in some stores as a display in the gift shop. • an oxe yoke – above the front doors as they are nailed above barn doors in the South. • and a traffic light always placed above the vestibule to light the way to the restrooms.
The section clearly states that each location displays artifacts that reflect an earlier era and the specific community that complement the town and region where the Cracker Barrel is located. Cracker Barrels located in the south reflect southern country lifestyles. Cracker Barrels in the north reflect northern country lifestyles. The common denominator is the country/rural lifestyle.
In the south you'll find a southern restaurant. But in the north you'll find a northern restaurant. The Cracker Barrel menu is not exclusively southern type dishes, either. The menu includes homestyle dishes that would be considered northern type dishes, too. Again, the common denominator is homestyle cooking associated with a country lifestyle.
Regardless of where a specific franchise is located, it still has items, both decor and menu, specific to the South. Because it's a Southern restaurant.
The only real difference in northern locations is that some of the decor will feature items that originated in that location - old store signs and so forth. The door will still have a yoke, and the tea will still be sweet.
The Cracker Barrel menu is not exclusively southern type dishes,
Nobody said it was.
But I see nothing on the menu that would be considered northern in origin. Rural, yes. Specifically northern rural - nope.
Hmmmm. Thanks for another useful link
Southern Picnic Essentials
Fried chicken or turkey sandwiches
Deviled eggs
Sweet tea or lemonade
Peach cobbler or banana pudding for dessert
...
Here’s how Cracker Barrel brings country dining to your summer:
You may not consider Cracker Barrel to be Southern, but Cracker Barrel certainly seems to disagree.
Southern. You know, where it's still called the "War of Northern Aggression" by folks who are absolutely not racist , and where some schools even 135 years after the slave states got their asses whooped closed for Lee-Jackson Day, but not not for MLK, Jr. Day.
That's why some folks kick up a fuss over a logo change.
But I see nothing on the menu that would be considered northern in origin. Rural, yes. Specifically northern rural - nope.
Out of curiosity, what do you think northern country folk eat?
Southern. You know, where it's still called the "War of Northern Aggression" by folks who are absolutely not racist , and where some schools even 135 years after the slave states got their asses whooped closed for Lee-Jackson Day, but not not for MLK, Jr. Day.
Twist it any way you want. The controversy over the Cracker Barrel changes
I don't have to twist anything. YOU provided the links, albeit inadvertently, that show Cracker Barrel is a specifically Southern-focused restaurant.
Sorry you didn't read your own links.
Of course nobody is going to actually admit it's about the Lost Cause narrative. They know exactly how bad it sounds. That's why the Lost Cause narrative focuses on states' rights rather than slavery, while conveniently neglecting that the "states' right" the Confederacy primarily fought for was the right to own other human beings. They know "We fought to perpetuate chattel slavery" makes them sound like pricks.
I don't have to twist anything. YOU provided the links, albeit inadvertently, that show Cracker Barrel is a specifically Southern-focused restaurant.
Well, I can tell you from personal experience that walking into the Cracker Barrel in the Twin Cities won't make you think you've been transported to the south. Over a third of Cracker Barrel restaurants are located outside the south and the public presence of those restaurants is not about southern nostalgia. Even the Cracker Barrel restaurants in the south are not uniformly southern. Each restaurant presents a rural nostalgia for the local region where the restaurant is located.
Sorry you didn't read your own links.
Sorry you missed the emphasis on country and rural nostalgia in those links. The links explicitly state that each Cracker Barrel restaurant represents the country/rural heritage of the specific locale where the restaurant is located. A restaurant in Nashville won't be southern, it will be Nashville. The links explicitly point that out.
Of course nobody is going to actually admit it's about the Lost Cause narrative. They know exactly how bad it sounds. That's why the Lost Cause narrative focuses on states' rights rather than slavery, while conveniently neglecting that the "states' right" the Confederacy primarily fought for was the right to own other human beings. They know "We fought to perpetuate chattel slavery" makes them sound like pricks.
Just like southerners won't actually admit they're not the center of the universe. The rural population is a minority, too. The rural population may be smaller than the Black population in the United States. So, is this narrative supposed to prove that southerners just love to discriminate against minorities? No, because the controversy is not about Black people or southern Lost Cause bullshit. The controversy is about an authentic country/rural identity that's rapidly disappearing.
No, because the controversy is not about Black people or southern Lost Cause bullshit.
Keep trying to tell yourself that.
The controversy is about an authentic country/rural identity that's rapidly disappearing.
Ah, yes. The "authentic rural identity" of pre-packaged foods being reheated and kept in steamer trays, and mass-produced home decor items.
I'm both rural and Southern. I'm the "minority" you're trying to convince everybody is being cancelled here. We're not. But if removing an old man in a rocker from the Cracker Barrel logo is what takes us out, well, we deserve to go.
I think we are seeing which side is the snowflakes via this situation.
The only way this could have been a disrespect to a southern tradition is if they changed the name completely and even then the "outrage" would have been dubious. The fact that Don Jr was involved in publicizing this alleged controversy is all we need to know.
The 'woke' movement attacks everything about America's past as being racist and white privilege. 'Woke' is anti-American. The change to the Cracker Barrel logo is 'woke' to the extent of removing symbols of Americana and rural connections. People don't write songs about deer and buffalo frolicking on the outer loop.
Cracker Barrel is making an appeal to a new generation of consumers-the masses and be above the political noise.
Who knew old-butt folks would get riled up about such matters? Or is this just another so-called, "tempest in a tea pot" that perpetuates the myth that liberals are fighting a 'culture war' with MAGA supporters?
Chalk this up to the 'coming' midterms where another 'brick in the wall' is added to (virally) drive conservatives to the polls to counterbalance liberal turnout.
Don't fall for it-liberals. This is an attempt by conservative to 'play' you. Do not overly-engage the conservative on this. See what they are up to and 'ward' against this ropa-dope attack !
Here is "Conservative Direct" and MAGA supporters are putting out for 'consumption' to sway their audience's:
Cracker Barrel Drops New Statement & Gets ROASTED For It
Conservatives do not let anything get by them in their political WARFARE against liberals and secularists! We are in the midst of political warfare and 'everything' liberals and secularists undertake (or can be lied on about) is given the 'Everything At Once' treatment!
Perhaps different people are upset for different reasons?
Personally I don't care which one they use. (And if they change it back to the original one-- or go to an entirely different one-- it will not upset me in the least!)
Personally I don't care which one they use. (And if they change it back to the original one-- or go to an entirely different one-- it will not upset me in the least!)
That being said, if I had to choose one I'd choose the original one. The new one doesn't bother me in the least but I like the original. Not for any profound political reason, but to me the newer one is kind of bland, boring.
I prefer the original because IMO its more interesting. Also I do have fond memories re: some old country stores (mostly in Vermont, years ago) so I like that.
But if I wanted to patronize that business-- the design of their label wouldn't stop me!
This isn’t just about a logo—it’s about how brands navigate cultural symbolism, consumer loyalty, and political identity in a polarized marketplace. Cracker Barrel’s attempt to modernize collided with a segment of its customer base that sees such changes as ideological, not aesthetic.
Over the years I seen a few similar stories. It seems the best approach is not to say anything too positive about one group when there's another group with opposing views.
Anyway its not necessary-- there have been some amazing ads that haven't pissed off some group. Like the Budweiser Clydesdale Superbowl ads, Coca-Cola hilltop "I Want to teach the World to Sing" Ad, etc.
Cracker Barrel’s attempt to modernize collided with a segment of its customer base that sees such changes as ideological, not aesthetic.
Personally I do see it as aesthetic---- the old one. The new one I see as a bit cold, and definitely not aesthetically pleasing.But people are different. I don't see anything "ideological" in either...
Which kind of begs the question. . .why Marketing did not or could not see that the new logo lacked any 'personality' or warmness (at least in the short-term) and that people would 'gulp' before they decide to 'swallow' it!
Marketing is anything but an exact science. There is a lot of hit and miss. Remember the 'New Coke'? Sometimes rebranding works, sometimes (like here) it flops. Even on something as minor as logo art.
People are emotional and often irrational. Wear a cup.
Well, you see, the term "cracker" is offensive to some whites if it's paired with an old white male. If they wanted to keep the image they would have had to change their name to "Saltine Barrel". Now with the old white man removed there's no confusion as to what they might mean by "Cracker". /s
Or maybe it's because it's not an old white man depicted but it's a disparaging picture of an old orange man which Trump took issue with...
I did include /s as I have no idea what their actual problem is.
Cracker Barrel says this was just part of rebranding and they had decided for marketing reasons to ditch the "Old Timer" logo.
This is a completely different issue from the dumb fuckery brought by the moronic conservative group "America First" who claimed there was racial discrimination against whites at Cracker Barrel due to their adoption of DEI policies several years ago. It's total horse shit, but hey, I guess these pasty-faced conservative fuck wads have nothing better to do.
Would they be happier if the restaurant chain closed altogether ?
What rightwing conservatives really want is for them to turn all Cracker Barrel restaurants into their old favorite chain restaurant "Coon Chicken Inn".
That's how they'll know DEI is truly dead and America is closer to being what they consider "Great Again!".
What rightwing conservatives really want is for them to turn all Cracker Barrel restaurants into their old favorite chain restaurant "Coon Chicken Inn".
Maybe we could bring back the west coast Sambo's? The original Santa Barbara store retained the name Sambos until 2020 when it was renamed Chad's.
The original Santa Barbara store retained the name Sambos until 2020 when it was renamed Chad's.
I ate many a meal in that Sambo’s. If people knew the story of Sambo, I think they would agree with me that that particular scandal was kind of unfair. That was more about our own issues with race in America than anything about the restaurant or the character.
I ate many a meal in that Sambo’s. If people knew the story of Sambo, I think they would agree with me that that particular scandal was kind of unfair. That was more about our own issues with race in America than anything about the restaurant or the character.
We had a Sambo's that was pretty popular. It's popularity didn't diminish when it became Denny's. There's a lot of phony racial outrage floating around.
Would they be happier if the restaurant chain closed altogether ?
I wouldn't be surprised if some people would hope that if they didn't go back to the originsal one-- they should be reported to ICE-- and secretly transported to that horrendous prison in EL Salvador.!
what would have happened if they changed the name to just "The Barrel"?
They should have renamed it "The Loaded Barrel" and have most menu items come "Loaded" with extra cheese and sour cream, fried onions, bacon or other additional toppings. The excess calories and the fact that it speaks to their carnal fantasies with the second amendment would make it a hit in every red State.
Well it probably cuts graphics and sign production costs thus increasing company profits. Though I've never been to a Craker Barrel and likely never will I like the new sign, it's simple, straighforward and plainly tells one who they are without any distracting imagery
But it was more than just changing the logo. Revenue had been going down for a while so this was a bigger redo of the place. The restaurant used to be rather dark with lots of stuff on the walls, it now has white walls, brighter lights and reduced stuff on the walls.
But they missed the boat IMO. The quality of the food is just so-so, nothing special. Breakfast was still the best meal they served and it's difficult to mess up breakfast. And it was obvious that corporate policy had been beating down the people as service had gotten worse and worse with many of the wait staff having a rather dead look in their eyes. It was if they were only there because they couldn't get a better job, not that they wanted to be there.
The fix would be better served had they looked to improve both the staff as well as the quality of the food. Until they do that, I probably won't bother to go back as there are better restaurants to eat at.
But they missed the boat IMO. The quality of the food is just so-so, nothing special. Breakfast was still the best meal they served and it's difficult to mess up breakfast.
Exactly, so they've just become the equivalent of IHOP or Dennys....
The fix would be better served had they looked to improve both the staff as well as the quality of the food. Until they do that, I probably won't bother to go back as there are better restaurants to eat at.
I had heard that recently their business was not doing that well (even before the change) but I'm not too familiar with them.
Things change. IIRC Chipotle was always quite popular, especially with the younger crown. But recently I heard their business hasn't been doing as well as it used to. (I don't know why).
Things change. IIRC Chipotle was always quite popular, especially with the younger crown. But recently I heard their business hasn't been doing as well as it used to. (I don't know why).
BTW another previously popular chain hasn't been doing well-- Starbucks. I was really surpised to hear thay-- I don't know why the business isn't doing well.
(I believe that got a new guy there who's trying to make a lot of major changes),
I eat at local Cracker Barrel sometimes. It is not the first choice of the local ROMEO (Retired Old Men Eating Out) group, but we go there sometimes. The food is good, portions are large, serve things I like and staff is friendly. . . Lunch or supper I get fried okra as a side.
I like the old logo better, the new on looks cheap.
I think the new logo is aesthetically inferior, but I can’t imagine being angry over it, like so many people are. Meanwhile, I’ve seen the new interiors, and I think they’re an upgrade.
It seems like the point of this is to attract a broader, and younger clientele. More streamlined logos and brighter interiors tend to accomplish that. That’s how you keep a business going, long term. It worked for KFC.
Exactly. There have been quite a few restaurants that have reworked their images, both with logos and decor, in ways that I haven't really liked. I miss the old Pizza Hut stained glass lightshades.
I miss McDonalds having a playground - many a frazzled mom has taken her kids to McDonalds to feed them and let them work off the sugar rush someplace other than the house she's just cleaned. And even those used to have some character. The McDonalds in Buckhannon, WV, where I went to college, had a train-themed McDonalds. Lots of train decor, and one sitting area was made to look like a caboose. It also had 29 cent hamburgers/39 cent cheeseburgers on Tuesday night, which was appreciated when you just couldn't handle the thought of dorm food again. Now, they're all nondescript generic gray.
But I still order pizza now and then, and I still like McDonald's french fries, so I still eat there occasionally.
I'll probably still eat at Cracker Barrel about as frequently as I do now - once every few months or so, when my parents come to visit. Dad loves the deep fried pickle slices, and probably won't even notice the logo change.
I miss McDonalds having a playground - many a frazzled mom has taken her kids to McDonalds to feed them and let them work off the sugar rush someplace other than the house she's just cleaned. And even those used to have some character.
HRC is known for pressuring companies to become more "inclusive" and leftist in nature, and if a bad score is given, it becomes a target for leftist hate, which could also result in bad press, boycott efforts, and more. So basically, it's a leftist bullying operation, and Cracker Barrel was a prime target for bullying, according to a post from Upward News on X:
That's a lot of bellyaching from the team that lost their minds over Cracker Barrel offering vegan sausage.
I am unaware of the ingredients. It was a thing back when the Impossible Burger made an appearance at Burger King. But the fact that it was added to the menu (without taking anything away) made a lot of people bigly mad. The usual suspects, of course.
It’s part of a $700 million rebranding campaign aimed at modernizing Cracker Barrel’s image and appealing to younger customers【12†】【16†】.
Good enough for me. It is a business making a business decision hopefully made after a study of some sort. Time will tell if it was a good or bad move.
Personally I like the old logo better but no one called me to ask me for my opinion before they did it.
It is a business making a business decision hopefully made after a study of some sort.
Considering some of the recent rebranding decisions made by businesses, I'm not sure they really did a study. If they did, they should get their money back as the firm doing the study really screwed the pooch. Case in point, Bud Light.
Agree. Changing the logo to try to get the younger market at the risk of losing some of their existing market is a gutsie move and seems strange but I am not a marketing expert so who knows.
And now there's a possible additional factor at play-- one that will effect any alcohol business. Apparently the younger cohort (Is it Gen Z-- I can never remember which letter is which age group) is cutting back on alcohol across the board-- whether its hard liquor, wine, beer, etc. Apparently this trend is really starting to hurt sellers of Alcoholic beveridges.
(And in addition, its still not certain how the tariffs will effect these products.)
Good enough for me. It is a business making a business decision hopefully made after a study of some sort. Time will tell if it was a good or bad move
I believe that it was part of several changes they are making...to improve business. But people obsessed with politics didin't seem to have such strong reactions to the other changes.
There always have be some deranged "Karens" that have nothing better to do with their time than whine about some things that do not concern them and have zero control over. Last I knew Cracker Barrel was a private corporate entity that are free to run their business as they please and make whatever changes they feel like. As for me personally, I have only eaten at CB once in my life and that was in another state and the food and service was not that great anyway. I could care less about their changes and the odds are I will never eat at another one.
It's right next to the surgery center where I get my colonoscopies. It's a good place to eat when you're coming down off the anesthesia and you're starving because you haven't eaten in 2 days
We are talking about the same throwbacks who lost their minds when a pancake mix and a packaged rice product removed depictions of stereotypical nineteenth century black house servants from their product packaging and advertisements. MAGA loved that old cracker and they aren't going to take it anymore. Now This!
The original design of McDonalds was part of Americana too. No one whined when it was changed.
I think people had the right to publicly say they liked the old Cracker Barrel logo better and vote with their feet (stay away). By claiming creating a new logo was "woke" , MAGA showed their true , ridiculous, concern.
I think people had the right to publicly say they liked the old Cracker Barrel logo better and vote with their feet (stay away).
And that is exactly what happened.
By claiming creating a new logo was "woke"
It may just be so. I read this piece in Fox Business News involving Craker Barel putting somebody named D'Avella on their Board of Directors after the 2020 riots. He owned a DEI consulting firm for 15 years prior to that.
There is a Cracker Barrel about 10 miles from my house. I have never been there. There are no Cracker Barrels in the city itself, but there are three in the suburbs. So Chicago essentially doesnt give a crap about Cracker Barrel. I doubt any other "blue" areas do either. Why would they change their logo to please people who are not ever going there anyway?
Why would they change their logo to please people who are not ever going there anyway?
That is a good question. Why would a company do something that could likely result in losing many more customers than gaining and have a major impact on their stock prices. The marketing department and anyone that approved that should be fired for strictly business reasons.
We ate at a cracker barrel while on a trip years ago and my wife got sick and refuses to go near the place. It is a running joke that I always say lets go there when we see one on the highway.
Which brings up a new 'consideration.' Cracker Barrel can have two logos: 1. For 'old world appeal' conservative-led states. 2. A 'modern approach in blue states.
The marketing department and anyone that approved that should be fired for strictly business reasons.
Perhaps they thought the 'elderly' would relent. . .oh well. Not this time. Maybe next time. Mind you, I don't care what they call "Cracker Barrel" or their new plain logo. That said, it is pretty unremarkable in the new form, nevertheless. They may have to try again in oh, ten years or so when the elderly have. . . moved 'away.'
Marketing should have known, and management pays for changes. Perhaps the facts were ambiguous. Or, perhaps the public turned out to be fickle. Saw something new and balked. Or, perhaps the world, "inclusion," having taken on a negative connotation in certain political circles. . . let the whole change turn into a fiasco. I do not know.
Why would a company do something that could likely result in losing many more customers than gaining and have a major impact on their stock prices.
Because they misjudged the effect it would have.
This may be a strange concept for some people-- but even "experts"-- even those with a proven track record-- occasionally make mistakes. After all, most people are "only human".
The difference between thos that are generally sucessful and those that aren't/ Well, for starters-- the best professionals, when they do something that doesn't work-- they fix it right away.
Another trait-- they don't spend a lot of time and effort defending themselves...they just move on!
It seems it was a terrible business decision that was reversed. Some folks are obviously incompetent. If the goal of the change was to make money and the change lost millions I would say the change was not for the better
The goal of the change was to expand the market as people who think about "old country" have a particular mindset and dwindling numbers. I would imagine the marketing department was out to simplify the logo and reach a new generation (which is the lifeblood of any business of a certain age).
Mission
Cracker Barrel Mission Statement
Cracker Barrel's mission statement is " Pleasing People. " This means they aim to make customers happy by offering good food and friendly service. They focus on creating a welcoming place where everyone feels comfortable and valued. Their goal is to ensure every guest has a positive experience.
Vision
Cracker Barrel’s vision is to be a leading provider of genuine hospitality, delivering an experience that combines comfort food and a welcoming atmosphere reminiscent of a traditional Southern general store. The company aims to offer a place where guests feel at home, with quality meals and unique retail offerings that evoke memories and connections.
By preserving its heritage while adapting to modern needs, Cracker Barrel seeks to maintain strong customer loyalty and remain a preferred destination for families and travellers. The company also focuses on community engagement and fostering a culture of respect and inclusion for all .
Key Team
Jennifer L. Tate (Sr. VP & Chief Marketing Officer)
Last updated: Tue Aug 26 2025
You can not blame a company for wanting to revamp its image. After all, the elderly are aging out and 40-ish plus folks are getting more concerned about heart health and body contours. The store will need more than a logo 'refresh' if it is to be around for the long-haul .
That said, Cracker Barrel's managers and owners tried a rebranding and it flopped with the "Old-timers" - btw, whom can see the handwriting on the wall . . . but, can't let go just yet of what for them is 'personal.'
And everyone (especially in marketing ) that bought into this should be fired
I think you may be failing to realize that while someone like you is perfect and never make mistakes-- the vast majority of the population is intellectually inferior to people like you!
S E E D E D C O N T E N T
Is this Sydney Sweeney part two ?
Maybe this should be Sambo's part two?
Dunno. Can't imagine why they think the new logo is better, though. It's like it's devoid of life or something. That's really the best they could think of? Where's the character?
And they just caved to Trump/public pressure; conservatives just want to conserve the past.
Businesses apparently should go under before they try to rebrand their image, change their menus or appeal to more customers.
Watch out ABC & NBC, you are next...
Cracker Barrel's controversial redesign made its way to the president's desk, and now the company says its reverting to its old logo.
Cracker Barrel stock jumps as company reverts to old logo after Trump weighs in
“We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our ‘old timer’ will remain,” the company said in a statement.
On Tuesday, shares of the restaurant operator rose more than 6% after President Trump called on the company to change its logo back following a redesign it unveiled last week, which sent shares tumbling amid broad customer backlash.
"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," Trump said in a post on Truth Social Tuesday morning .
"They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity. Have a major News Conference today. Make Cracker Barrel a WINNER again."
After the company announced it decided to return to its old logo on Monday evening, its stock jumped again in after-hours trading, gaining more than 5%.
Cracker Barrel stock fell more than 14% last week after the company announced the fifth evolution of its logo to a more minimalist look, removing the image of Uncle Herschel.
Prior to Jan 6th 2021 I would have never thought so many people would be utterly subservient to Trump. It is an ongoing national embarrassment.
Psst. I have read that its not "Uncle Herschel".
Well, there you go! Can't have Cracker Barrel pulling that "diversity" crap on conservatives. . . unless they want tp endure the 'wrath' of all 70 million plus MAGAs!
It goes to the essentials of business: You go along to get along! When a liberal was president - they go liberal. When a conservative is president you go conservative. Apparently, Trump has not reached a 'spot' in the companies where whatever really matters principally is 'pricked.' Trump is 'working' these companies by messing with their profit-margins. He threatens to 'sic' MAGA supporters on them and that is a powerful 'tool' in his so-called "negotiations."
We are once again in the area of the 'robber barons." That is, we are seeing how money is made when profit or GREED is the object. Principle takes a back seat.
This kind of activity is what Trump means by he is smart! Yes, he is if you like cut-throat business relationships!
Could be that .
OR it could be the losing of $100 million of corporate value in a 24 hr period , and the subsequent loss of almost another $100 mil in stock value , that made the choice to walk things back a better choice .
either way they got a hell of a lot of free advertising while this all went on , much more than what they budgeted .
as they say , money talks , shit walks .
Could be.
Anyone remember the controversy that Bud Light created when tried to "improve" their image?
The Bud Light controversy stemmed from a promotional campaign in April 2023 featuring transgender influencer Dylan Mulvaney for "365 days of girlhood," which led to significant backlash from conservative consumers and anti-LGBTQ+ activists.
Critics called for a boycott of the brand, causing a decline in Bud Light's sales and market share, as many consumers felt the partnership conflicted with their personal values or the brand's traditional image.
The company's subsequent attempts to distance itself from the campaign and issue an apology were viewed as an insult to the LGBTQ+ community by supporters and were insufficient to appease boycotters.
[...]
(Cont'd HERE )
That's ridiculous! I wonder how many (if any!) people looking at that logo thought: "Aha-- it represents diversity!
My reaction? The original represents an old fashioned country store. Rural-- where many people know their neighbours. A nice picture. But to me the new one is bland-- and boring!
Some people have said they feel the original label represnts a country store in the Old South. Well, to me it represents an old country store-- but typical of those I've know in Vermont. (Obviously Vermont was never a member of The Confederacy!!!)
I agree. However, it is their statement (not mine). So I 'report' - you decide!
I think they mean it a 'neutral' logo would appear to invite in the Other. . .as opposed to the plains and countryside NOSTALGIA woven into the original logo (after all these decades of doing business). That is, Cracker Barrel appears to want to broaden its image, influence, and bottom line.
The Cracker Barrel controversy centers around the restaurant chain’s 2025 logo redesign, which dropped the iconic image of a man sitting beside a barrel—a symbol many associated with Southern nostalgia and the brand’s “old country store” roots.
🧱 What Changed
The new logo is text-only, featuring a simplified barrel motif and cleaner typography.
It’s part of a $700 million rebranding campaign aimed at modernizing Cracker Barrel’s image and appealing to younger customers【12†】【16†】.
The redesign also includes restaurant remodels with brighter interiors and less cluttered décor【15†】.
🔥 Why It Sparked Backlash
Conservative critics, including Donald Trump Jr. and country singer John Rich, accused the brand of going “woke” by removing the “Old Timer” figure, which they saw as a symbol of traditional Americana【12†】【22†】.
Some social media users likened the change to “brand suicide,” claiming it erased the chain’s identity【13†】【15†】.
The controversy echoes earlier branding debates—like Land O’Lakes removing its Native American imagery—and taps into broader culture war tensions over nostalgia, identity, and corporate messaging【12†】【14†】.
🧠 Cracker Barrel’s Response
CEO Julie Felss Masino defended the redesign, saying it’s “for today and for tomorrow” and that the brand’s values haven’t changed【13†】【15†】.
The company emphasized that “Uncle Herschel” (the man in the old logo) still appears on menus and in-store branding【22†】【24†】.
🧭 Bigger Picture
This isn’t just about a logo—it’s about how brands navigate cultural symbolism, consumer loyalty, and political identity in a polarized marketplace. Cracker Barrel’s attempt to modernize collided with a segment of its customer base that sees such changes as ideological, not aesthetic.
Want to explore how other brands have handled similar rebranding controversies or how this might affect Cracker Barrel’s business long-term?
Copilot is hallucinating again. Are we to believe that all the Cracker Barrel restaurants located in Wisconsin, Illinois, Minnesota, Michigan, and New York are associated with Southern nostalgia? That's utter bullshit.
The Old Country Store and the old timer are not reminders of an urban past, are they? Maybe people are upset with losing another bit of Americana and connection with rural America. I don't know anyone who longs for a simple time using New York or Chicago as examples. The symbolism of small town main street with the Old Country Store and houses with picket fences that are used to evoke wholesome values, a sense of community, and national identity. That might have something to do with why people are upset.
Evidently some on the enraged right are calling this decision "woke". Do you think this is woke? Maybe they want to try and broaden their appeal. That is "woke" ?
The 'woke' movement attacks everything about America's past as being racist and white privilege. 'Woke' is anti-American. The change to the Cracker Barrel logo is 'woke' to the extent of removing symbols of Americana and rural connections. People don't write songs about deer and buffalo frolicking on the outer loop.
It really isn't.
Cracker Barrel originated in the South. Its menu centers around Southern cuisine. Looking at their menu, I see Nashville hot Southern fried chicken, honey butter Southern fried chicken, and weekend Southern fried chicken, as well as country ham and beignets, which are Southern foods. The fact that there are restaurants located in northern states does not negate that it is a Southern-themed restaurant chain. Rural, yes, but specifically rural and Southern.
That's funny. The menu here features things like a Classics Country Sampler featuring meatloaf or homestyle chicken or chicken & dumplings, chicken pot pie, crispy homestyle chicken, and New York strip steak (New England nostalgia?).
I don't think 1969 Nashville was known for celebrating Southern heritage. Nashville is known for country music that celebrates rural heritage from all parts of the country.
So if ABC canceled the Country Music Awards tv show because the ratings were bad, that would be "woke"?
You are creating a strawman where any decision counter to the likes of rural areas is not fair.
We are a few weeks from Democrats claiming free speech was dead because a claughter specialist whose show was losing 20 million a year was cancelled.
Bad analogy. Try ABC changing the Country Music Awards to remove the country so it's just Music Awards.
Cracker Barrel isn't shutting down and going away. Cracker Barrel is trying to remove the 'country' connection.
You are the one claiming that negative actions toward rural preferences is "woke". If they canceled the CMA from tv would that be "woke"?
Nothing there negates that it's a Southern chain focusing on Southern food and nostalgia.
In fact, it rather confirms it. From your link:
All those foods are on the menu here, too. And New York strip is just a cut of meat. Country ham, OTOH, is a method of ham preservation specific to the South. Not my cup of sweet tea, but there it is.
BTW, I checked the menu for a Cracker Barrel in Minnesota. Southern fried chicken is on there, too. Yes, even that far north, some people pine for some southern fried chicken, grits, and sweet tea (the house wine of the south, according to Steel Magnolias, and also on the menu). Peach tea is mentioned as a specifically Southern drink, too.
Nashville is still in the South, regardless of whether you personally think it currently or in the past celebrated Southern heritage.
Face it, Nerm, Cracker Barrel has always been a Southern thing, and some folks are getting their panties in a bunch because its logo will now look a little less Southern, in their opinions.
Cancelling the CMA would not be woke. Removing the country so it becomes just the Music Awards would be woke.
I am not the one that created this mess. I'm only explaining to you the consequences of attacking America's past by claiming it is racist and white privilege. I am telling you that in Republican-speak woke is the equivalent of anti-American. And Republicans really can cite all sorts of examples to support their claim.
Cracker Barrel is removing that Americana connection from its rebranding, its logo, and its restaurant décor. Removing that connection to Americana, for any reason, is woke. Republicans are going to attack Cracker Barrel for being woke. There's nothing southern about it; that's the strawman.
I'm struggling to understand how changing the logo is attacking America's past.
Maybe we shouldn't be letting people who support an attempt to overthrow a US election control the narrative regarding what is and is not anti-American.
See my previous sentence.
Being aware of America's history is not anti-American. It's being educated.
Mental gymnastics by the perpetually triggered.
I seeded an article here years ago about how the same bunch, who like to laugh and call other people triggered, were upset because Cracker Barrel was adding vegan sausage to their menu.
Well, if Cracker Barrel wants to cater to southern tastes (since it is a southern restaurant chain) wouldn't removing that connection from its branding, logo, and décor hurt its business? Based on your argument the southern connection is the selling point for the restaurant chain.
I do not understand the logic of what you are attempting to prove.
Is an old man in a rocking chair specifically Southern?
No.
But that won't stop some folks from getting upset, anyway. Some are just looking for reasons to be upset. Cracker Barrel logos. Vegan sausage at Cracker Barrel. It might hurt their business, among those types, but those types are probably the ones making the servers miserable, anyway.
Flip flopping, are you? YOU are the one who said Cracker Barrel is not a Southern thing. I proved it IS a Southern thing. With your helpful links, by the way. Thanks!
Now, if we now agree that Cracker Barrel is Southern, and you think changing a logo (not the food or merchandise) will cause it to lose business, we have proven (yes, you helped, with your link. Thanks again!) that Cracker Barrel might lose business among some Southerners with hair trigger tempers and persecution complexes, but it's because of those hair trigger tempers and persecution complexes. Who the hell goes to a restaurant just because of its logo?
But you just said an old man in a rocking chair is not specifically southern.
That is the question, isn't it? What kind of people goes to a Cracker Barrel. Is it genteel, high society types? White collar suburbanites? Tech nerds?
Even the south has a rural culture that conforms to the idea of rural America. Rural America shares many beliefs, traditions, and cultural characteristics across the country. Rural America isn't exclusively southern. So, I still stand by my contentions and comments. There's nothing about Cracker Barrel Old Country Store restaurants that exclusively says 'southern heritage'.
You are aware that Cracker Barrel is a restaurant, yes? And that a restaurant and an old man in a rocking chair are not the same things? Cracker Barrel is Southern. An old man in a rocking chair is not. Those can both be true simultaneously because an old man in a rocking chair is not a restaurant.
I would say it depends on where you live. In my area, pretty much everybody eats at Cracker Barrel now and then. We don't have many choices.
Your link says otherwise.
No. You are claiming that Cracker Barrel is southern because it originated in Tennessee. Cracker Barrel restaurants reflect the country lifestyle of the region where the restaurant is located.
I doubt anyone walks into a Cracker Barrel expecting trendy food. Cracker Barrel is known for serving rustic homestyle food, often thought of as comfort food.
No. My link says Cracker Barrel is country; rural. You had to see that to find the five common things found in at every Cracker Barrel location. Here's the entire section
We Have Our Own Décor Warehouse
You might be surprised to learn that each Cracker Barrel location is uniquely different thanks to its décor. Dan Evins partnered with Kathleen and Don Singleton, who were owners of a local antique shop back in the late 1960s, and the rest is history (that’s literally hanging on the walls). Eventually, this would evolve into us having our own décor warehouse. This 26,000 square foot building houses over 90,000 artifacts and growing and was run by Kathleen and Don’s son, Larry Singleton, for over 40 years.
Each Cracker Barrel location averages around 1,000 authentic artifacts, each a reflection of an earlier era and its specific community. When it’s time to add décor to a new location, our décor team researches its history to identify artifacts that will complement the town and region. It’s almost like having a mini-museum to your town.
At the heart of every Cracker Barrel dining room is a wood-burning fireplace, turned on anytime the temperature drops below 40 degrees.
There are five common items found in every Cracker Barrel location. Can you guess what they are?
• a deer head – traditionally positioned above the dining room fireplace.
• horsehoes – hung above all front door exteriors bestowing good luck on everyone who enters.
• a cookstove – used in some stores as a display in the gift shop.
• an oxe yoke – above the front doors as they are nailed above barn doors in the South.
• and a traffic light always placed above the vestibule to light the way to the restrooms.
The section clearly states that each location displays artifacts that reflect an earlier era and the specific community that complement the town and region where the Cracker Barrel is located. Cracker Barrels located in the south reflect southern country lifestyles. Cracker Barrels in the north reflect northern country lifestyles. The common denominator is the country/rural lifestyle.
In the south you'll find a southern restaurant. But in the north you'll find a northern restaurant. The Cracker Barrel menu is not exclusively southern type dishes, either. The menu includes homestyle dishes that would be considered northern type dishes, too. Again, the common denominator is homestyle cooking associated with a country lifestyle.
Regardless of where a specific franchise is located, it still has items, both decor and menu, specific to the South. Because it's a Southern restaurant.
The only real difference in northern locations is that some of the decor will feature items that originated in that location - old store signs and so forth. The door will still have a yoke, and the tea will still be sweet.
Nobody said it was.
But I see nothing on the menu that would be considered northern in origin. Rural, yes. Specifically northern rural - nope.
Hmmmm. Thanks for another useful link
You may not consider Cracker Barrel to be Southern, but Cracker Barrel certainly seems to disagree.
Southern. You know, where it's still called the "War of Northern Aggression" by folks who are absolutely not racist
, and where some schools even 135 years after the slave states got their asses whooped closed for Lee-Jackson Day, but not not for MLK, Jr. Day.
That's why some folks kick up a fuss over a logo change.
Out of curiosity, what do you think northern country folk eat?
Twist it any way you want. The controversy over the Cracker Barrel changes
I don't have to twist anything. YOU provided the links, albeit inadvertently, that show Cracker Barrel is a specifically Southern-focused restaurant.
Sorry you didn't read your own links.
Of course nobody is going to actually admit it's about the Lost Cause narrative. They know exactly how bad it sounds. That's why the Lost Cause narrative focuses on states' rights rather than slavery, while conveniently neglecting that the "states' right" the Confederacy primarily fought for was the right to own other human beings. They know "We fought to perpetuate chattel slavery" makes them sound like pricks.
Well, I can tell you from personal experience that walking into the Cracker Barrel in the Twin Cities won't make you think you've been transported to the south. Over a third of Cracker Barrel restaurants are located outside the south and the public presence of those restaurants is not about southern nostalgia. Even the Cracker Barrel restaurants in the south are not uniformly southern. Each restaurant presents a rural nostalgia for the local region where the restaurant is located.
Sorry you missed the emphasis on country and rural nostalgia in those links. The links explicitly state that each Cracker Barrel restaurant represents the country/rural heritage of the specific locale where the restaurant is located. A restaurant in Nashville won't be southern, it will be Nashville. The links explicitly point that out.
Just like southerners won't actually admit they're not the center of the universe. The rural population is a minority, too. The rural population may be smaller than the Black population in the United States. So, is this narrative supposed to prove that southerners just love to discriminate against minorities? No, because the controversy is not about Black people or southern Lost Cause bullshit. The controversy is about an authentic country/rural identity that's rapidly disappearing.
Keep trying to tell yourself that.
Ah, yes. The "authentic rural identity" of pre-packaged foods being reheated and kept in steamer trays, and mass-produced home decor items.
I'm both rural and Southern. I'm the "minority" you're trying to convince everybody is being cancelled here. We're not. But if removing an old man in a rocker from the Cracker Barrel logo is what takes us out, well, we deserve to go.
I think we are seeing which side is the snowflakes via this situation.
The only way this could have been a disrespect to a southern tradition is if they changed the name completely and even then the "outrage" would have been dubious. The fact that Don Jr was involved in publicizing this alleged controversy is all we need to know.
Woke simply means aware... You're welcome.
Well, muchas gracias.
Cracker Barrel is making an appeal to a new generation of consumers-the masses and be above the political noise.
Who knew old-butt folks would get riled up about such matters? Or is this just another so-called, "tempest in a tea pot" that perpetuates the myth that liberals are fighting a 'culture war' with MAGA supporters?
Chalk this up to the 'coming' midterms where another 'brick in the wall' is added to (virally) drive conservatives to the polls to counterbalance liberal turnout.
Don't fall for it-liberals. This is an attempt by conservative to 'play' you. Do not overly-engage the conservative on this. See what they are up to and 'ward' against this ropa-dope attack !
Here is "Conservative Direct" and MAGA supporters are putting out for 'consumption' to sway their audience's:
Cracker Barrel Drops New Statement & Gets ROASTED For It
Conservatives do not let anything get by them in their political WARFARE against liberals and secularists! We are in the midst of political warfare and 'everything' liberals and secularists undertake (or can be lied on about) is given the 'Everything At Once' treatment!
Perhaps different people are upset for different reasons?
Personally I don't care which one they use. (And if they change it back to the original one-- or go to an entirely different one-- it will not upset me in the least!)
That being said, if I had to choose one I'd choose the original one. The new one doesn't bother me in the least but I like the original. Not for any profound political reason, but to me the newer one is kind of bland, boring.
I prefer the original because IMO its more interesting. Also I do have fond memories re: some old country stores (mostly in Vermont, years ago) so I like that.
But if I wanted to patronize that business-- the design of their label wouldn't stop me!
Over the years I seen a few similar stories. It seems the best approach is not to say anything too positive about one group when there's another group with opposing views.
Anyway its not necessary-- there have been some amazing ads that haven't pissed off some group. Like the Budweiser Clydesdale Superbowl ads, Coca-Cola hilltop "I Want to teach the World to Sing" Ad, etc.
Or much earlier: Bert and Harry Piels Beer Ads.
Personally I do see it as aesthetic---- the old one. The new one I see as a bit cold, and definitely not aesthetically pleasing.But people are different. I don't see anything "ideological" in either...
Which kind of begs the question. . .why Marketing did not or could not see that the new logo lacked any 'personality' or warmness (at least in the short-term) and that people would 'gulp' before they decide to 'swallow' it!
Marketing is anything but an exact science. There is a lot of hit and miss. Remember the 'New Coke'? Sometimes rebranding works, sometimes (like here) it flops. Even on something as minor as logo art.
People are emotional and often irrational. Wear a cup.
Yes! This is possibly an example of customers being "fickle"!
The whole deal is ridiculous. Major bad things are happening and people are bent out of shape over something this pointless.
Well, you know, you can't have 'enough' culture war products to pick from in these 'trying' times of MAGA-induced politics! /s
Nothing liberals or liberal-leaning society does can get by MAGA supporters. They are on the 'hunt' for it!
Well, you see, the term "cracker" is offensive to some whites if it's paired with an old white male. If they wanted to keep the image they would have had to change their name to "Saltine Barrel". Now with the old white man removed there's no confusion as to what they might mean by "Cracker". /s
Or maybe it's because it's not an old white man depicted but it's a disparaging picture of an old orange man which Trump took issue with...
I dont know, sounds like snowflakery to me. I should have known Trump Jr. would have his fingerprints on this "outrage".
I did include /s as I have no idea what their actual problem is.
Cracker Barrel says this was just part of rebranding and they had decided for marketing reasons to ditch the "Old Timer" logo.
This is a completely different issue from the dumb fuckery brought by the moronic conservative group "America First" who claimed there was racial discrimination against whites at Cracker Barrel due to their adoption of DEI policies several years ago. It's total horse shit, but hey, I guess these pasty-faced conservative fuck wads have nothing better to do.
For some people . . . their opinion positive or negative.. would be governed by whether or not they could find a way to make it political!
Would they be happier if the restaurant chain closed altogether ?
What rightwing conservatives really want is for them to turn all Cracker Barrel restaurants into their old favorite chain restaurant "Coon Chicken Inn".
That's how they'll know DEI is truly dead and America is closer to being what they consider "Great Again!".
Maybe we could bring back the west coast Sambo's? The original Santa Barbara store retained the name Sambos until 2020 when it was renamed Chad's.
I ate many a meal in that Sambo’s. If people knew the story of Sambo, I think they would agree with me that that particular scandal was kind of unfair. That was more about our own issues with race in America than anything about the restaurant or the character.
We had a Sambo's that was pretty popular. It's popularity didn't diminish when it became Denny's. There's a lot of phony racial outrage floating around.
As is the clear attempt from some to smear "the left" as being equally racially insensitive. I felt the air off that swing and a miss.
I wouldn't be surprised if some people would hope that if they didn't go back to the originsal one-- they should be reported to ICE-- and secretly transported to that horrendous prison in EL Salvador.!
I prefer the older logo, but changing it will have absolutely no effect on whether I eat there or not.
I wonder what would have happened if they changed the name to just "The Barrel" ? All hell would have broke loose probably.
They should have renamed it "The Loaded Barrel" and have most menu items come "Loaded" with extra cheese and sour cream, fried onions, bacon or other additional toppings. The excess calories and the fact that it speaks to their carnal fantasies with the second amendment would make it a hit in every red State.
"If it ain't broke, don't fix it." What is a bit appealing about the new logo?
New Cracker Barrel logo draws criticism: ‘If it ain’t broke, don’t fix it’
Well it probably cuts graphics and sign production costs thus increasing company profits. Though I've never been to a Craker Barrel and likely never will I like the new sign, it's simple, straighforward and plainly tells one who they are without any distracting imagery
But it was more than just changing the logo. Revenue had been going down for a while so this was a bigger redo of the place. The restaurant used to be rather dark with lots of stuff on the walls, it now has white walls, brighter lights and reduced stuff on the walls.
But they missed the boat IMO. The quality of the food is just so-so, nothing special. Breakfast was still the best meal they served and it's difficult to mess up breakfast. And it was obvious that corporate policy had been beating down the people as service had gotten worse and worse with many of the wait staff having a rather dead look in their eyes. It was if they were only there because they couldn't get a better job, not that they wanted to be there.
The fix would be better served had they looked to improve both the staff as well as the quality of the food. Until they do that, I probably won't bother to go back as there are better restaurants to eat at.
Exactly, so they've just become the equivalent of IHOP or Dennys....
How does that improve the chain?
I had heard that recently their business was not doing that well (even before the change) but I'm not too familiar with them.
Things change. IIRC Chipotle was always quite popular, especially with the younger crown. But recently I heard their business hasn't been doing as well as it used to. (I don't know why).
BTW another previously popular chain hasn't been doing well-- Starbucks. I was really surpised to hear thay-- I don't know why the business isn't doing well.
(I believe that got a new guy there who's trying to make a lot of major changes),
Triggered.
I eat at local Cracker Barrel sometimes. It is not the first choice of the local ROMEO (Retired Old Men Eating Out) group, but we go there sometimes. The food is good, portions are large, serve things I like and staff is friendly. . . Lunch or supper I get fried okra as a side.
I like the old logo better, the new on looks cheap.
I don't eat there often, but the broccoli cheddar chicken on Wednesday nights is pretty good.
And the biscuits. I can't seem to get the hang of getting them to rise consistently. Fluffy one time, flat the next.
The coffee is pretty good.
And I can usually find something in the gift shop when I need to buy something for Christmas or birthday gifts.
Morning...
Cracker barrel here is cheese..had no idea there is a restaurant chain called that over there..
No wonder things get arse about in this world .🤣 I like the old logo got character...
Same here Shona, it's a good brand of cheese but not a restaurant
Yes I couldn't believe they would get excited over a cheese name and read the article..🤣🤣
Yep, they're a strange mob... just as well we are here to set them straight, otherwise we will be all doomed...🐨
We also have Cracker Barrel cheese.
I think the new logo is aesthetically inferior, but I can’t imagine being angry over it, like so many people are. Meanwhile, I’ve seen the new interiors, and I think they’re an upgrade.
It seems like the point of this is to attract a broader, and younger clientele. More streamlined logos and brighter interiors tend to accomplish that. That’s how you keep a business going, long term. It worked for KFC.
Exactly. There have been quite a few restaurants that have reworked their images, both with logos and decor, in ways that I haven't really liked. I miss the old Pizza Hut stained glass lightshades.
I miss McDonalds having a playground - many a frazzled mom has taken her kids to McDonalds to feed them and let them work off the sugar rush someplace other than the house she's just cleaned. And even those used to have some character. The McDonalds in Buckhannon, WV, where I went to college, had a train-themed McDonalds. Lots of train decor, and one sitting area was made to look like a caboose. It also had 29 cent hamburgers/39 cent cheeseburgers on Tuesday night, which was appreciated when you just couldn't handle the thought of dorm food again. Now, they're all nondescript generic gray.
But I still order pizza now and then, and I still like McDonald's french fries, so I still eat there occasionally.
I'll probably still eat at Cracker Barrel about as frequently as I do now - once every few months or so, when my parents come to visit. Dad loves the deep fried pickle slices, and probably won't even notice the logo change.
Have you ever been to a White Castle?
I guess it gets a bit more complicated than simple marketing...
The Disastrous Cracker Barrel Rebrand Finally Gets an Explanation and It Will Surprise No One – RedState
That's a lot of bellyaching from the team that lost their minds over Cracker Barrel offering vegan sausage.
Gitouttahere - what the hell is a "vegan sausage" - from pigs who were on the Adkins diet????
I am unaware of the ingredients. It was a thing back when the Impossible Burger made an appearance at Burger King. But the fact that it was added to the menu (without taking anything away) made a lot of people bigly mad. The usual suspects, of course.
Well, like they say - ya don't like it, don't order in, eh?
Most people who eat in those fast food places don't seem to be interested in eating health.
Apparently tose "meat substitutes" are very unhealthy-- high Sodium and I think their fats or oils probably aren't healthy either.
I think it was from pigs who were converted-- and joined the Hare Krishna cult!
SOSDD
Well, that didn't take long....
IMO Cracker Barrel is making a big mistake. If they want to attract the younger generations, they should put this image on their brand ad.
We had a Cracker Barrel here in Sac but it wasn't very good. It only lasted a few years and is closed now. That being said I like the old logo better.
It’s part of a $700 million rebranding campaign aimed at modernizing Cracker Barrel’s image and appealing to younger customers【12†】【16†】.
Good enough for me. It is a business making a business decision hopefully made after a study of some sort. Time will tell if it was a good or bad move.
Personally I like the old logo better but no one called me to ask me for my opinion before they did it.
Considering some of the recent rebranding decisions made by businesses, I'm not sure they really did a study. If they did, they should get their money back as the firm doing the study really screwed the pooch. Case in point, Bud Light.
The Land O Lakes rebranding was the most tone deaf in my opinion, they removed the Indian and kept the land.
Agree. Changing the logo to try to get the younger market at the risk of losing some of their existing market is a gutsie move and seems strange but I am not a marketing expert so who knows.
Yep, and let's not forget the "Pearl Milling Company"! One of the most idiotic rebranding fiascos in advertising history!
And now there's a possible additional factor at play-- one that will effect any alcohol business. Apparently the younger cohort (Is it Gen Z-- I can never remember which letter is which age group) is cutting back on alcohol across the board-- whether its hard liquor, wine, beer, etc. Apparently this trend is really starting to hurt sellers of Alcoholic beveridges.
(And in addition, its still not certain how the tariffs will effect these products.)
I believe that it was part of several changes they are making...to improve business. But people obsessed with politics didin't seem to have such strong reactions to the other changes.
I would have a stronger reaction if I owned stock but I don't so I really don't care
I have a feeling that now that they have the original graphic back they'll be OK. (Unlike Budweiser which may never fully recover.),
Don't get sucked in by petty distractions.
They also updated the Peg game so liberal progressives don’t have to leave feeling bad about themselves.
Lol, good one!🤣
Democracy is doing fine
There always have be some deranged "Karens" that have nothing better to do with their time than whine about some things that do not concern them and have zero control over. Last I knew Cracker Barrel was a private corporate entity that are free to run their business as they please and make whatever changes they feel like. As for me personally, I have only eaten at CB once in my life and that was in another state and the food and service was not that great anyway. I could care less about their changes and the odds are I will never eat at another one.
It's right next to the surgery center where I get my colonoscopies. It's a good place to eat when you're coming down off the anesthesia and you're starving because you haven't eaten in 2 days
All the shit from Trump is okay (to too many) yet people get upset about this????
It an appeal to open a new branch on the culture war tree.
We are talking about the same throwbacks who lost their minds when a pancake mix and a packaged rice product removed depictions of stereotypical nineteenth century black house servants from their product packaging and advertisements. MAGA loved that old cracker and they aren't going to take it anymore. Now This!
lol
that looks like a CGI to me
Not a thing wrong with wanting to modernize. . . .
The controversy is over.
Cracker Barrel is going back to its traditional logo, which was part of Americana.
The original design of McDonalds was part of Americana too. No one whined when it was changed.
I think people had the right to publicly say they liked the old Cracker Barrel logo better and vote with their feet (stay away). By claiming creating a new logo was "woke" , MAGA showed their true , ridiculous, concern.
And that is exactly what happened.
By claiming creating a new logo was "woke"
It may just be so. I read this piece in Fox Business News involving Craker Barel putting somebody named D'Avella on their Board of Directors after the 2020 riots. He owned a DEI consulting firm for 15 years prior to that.
Cracker Barrel board member under fire for DEI background after restaurant ditches traditional logo
There is a Cracker Barrel about 10 miles from my house. I have never been there. There are no Cracker Barrels in the city itself, but there are three in the suburbs. So Chicago essentially doesnt give a crap about Cracker Barrel. I doubt any other "blue" areas do either. Why would they change their logo to please people who are not ever going there anyway?
I never saw a Cracker Barrel until I moved to the south. Same with Waffle House. I grew up with Denny's and Eat N' Park
A better way of asking it is what was the constituency that wanted such a change?
I've never even seen one in MA or anywhere else I've been. I tend to associate it with small towns.
That is a good question. Why would a company do something that could likely result in losing many more customers than gaining and have a major impact on their stock prices. The marketing department and anyone that approved that should be fired for strictly business reasons.
We ate at a cracker barrel while on a trip years ago and my wife got sick and refuses to go near the place. It is a running joke that I always say lets go there when we see one on the highway.
Which brings up a new 'consideration.' Cracker Barrel can have two logos: 1. For 'old world appeal' conservative-led states. 2. A 'modern approach in blue states.
How about that for thinking out of the box?
Perhaps they thought the 'elderly' would relent. . .oh well. Not this time. Maybe next time. Mind you, I don't care what they call "Cracker Barrel" or their new plain logo. That said, it is pretty unremarkable in the new form, nevertheless. They may have to try again in oh, ten years or so when the elderly have. . . moved 'away.'
IMO a good marketing department would have better understand the ramifications. That is what they get paid for.
Marketing should have known, and management pays for changes. Perhaps the facts were ambiguous. Or, perhaps the public turned out to be fickle. Saw something new and balked. Or, perhaps the world, "inclusion," having taken on a negative connotation in certain political circles. . . let the whole change turn into a fiasco. I do not know.
Because they misjudged the effect it would have.
This may be a strange concept for some people-- but even "experts"-- even those with a proven track record-- occasionally make mistakes. After all, most people are "only human".
The difference between thos that are generally sucessful and those that aren't/ Well, for starters-- the best professionals, when they do something that doesn't work-- they fix it right away.
Another trait-- they don't spend a lot of time and effort defending themselves...they just move on!
And everyone (especially in marketing ) that bought into this should be fired
Why? Is change bad? Please elaborate.
It seems it was a terrible business decision that was reversed. Some folks are obviously incompetent. If the goal of the change was to make money and the change lost millions I would say the change was not for the better
The goal of the change was to expand the market as people who think about "old country" have a particular mindset and dwindling numbers. I would imagine the marketing department was out to simplify the logo and reach a new generation (which is the lifeblood of any business of a certain age).
You can not blame a company for wanting to revamp its image. After all, the elderly are aging out and 40-ish plus folks are getting more concerned about heart health and body contours. The store will need more than a logo 'refresh' if it is to be around for the long-haul .
That said, Cracker Barrel's managers and owners tried a rebranding and it flopped with the "Old-timers" - btw, whom can see the handwriting on the wall . . . but, can't let go just yet of what for them is 'personal.'
I think you may be failing to realize that while someone like you is perfect and never make mistakes-- the vast majority of the population is intellectually inferior to people like you!
Good point. I will try to remember that
And once again, American input wins.............
Just ate a nice meal and that ruined it!🤢
I feel for the children in this country whom are waiting for the adults to grow up (again).