Cracker Barrel Faces Backlash Over Rebrand
Cracker Barrel is facing criticism after unveiling its first logo change in nearly 50 years, part of
a $700 million rebrand. Some online critics called the redesign “woke” and “soulless.”
Company Response
In a statement to Newsweek, the company said its “values haven’t changed,” stressing that the “heart and soul of Cracker Barrel”
remain intact. They noted that the brand’s iconic figure, Uncle Herschel, is still central to its identity.
Reactions Online
Rep. Byron Donalds slammed the move on X, writing: “No one asked for this woke rebrand. It’s time to Make Cracker Barrel Great Again.”
Others mocked the outrage, pointing out that the logo still depicts “a cracker and a barrel.” Conservative commentator Owen Shroyer echoed that sentiment.
Board Member Spotlight
Some critics also directed attention toward board member Gilbert Davila, who runs a DEI consulting firm. Activist Robby Starbuck
argued Davila’s background explains the changes, accusing the company of pushing “DEI and DEI advertising.”
Cracker Barrel, meanwhile, maintains that the redesign is part of a broader modernization plan while holding onto its traditional values.
