Cracker Barrel’s recent rebranding sparked controversy, replacing its iconic logo—a man in overalls leaning on a barrel—with a minimalist design featuring only the chain’s name.
The move ignited a culture-war backlash, with critics, including online commentators and some customers, accusing the chain of abandoning its country heritage for a sterile image.
The Woke War Room on X, amplified by Donald Trump Jr., demanded CEO Julie Felss Masino’s resignation, claiming she discarded Cracker Barrel’s cherished aesthetic.
The new logo, the fifth in the chain’s 56-year history, echoes the original barrel-shaped design. On Monday, the company acknowledged the uproar, admitting it could have better communicated its identity but reaffirmed its commitment to evolving while staying true to its roots.
Caught in America’s polarized climate, Cracker Barrel joins brands like Bud Light and Target, which faced similar backlash over marketing decisions. The long-term impact remains uncertain. While some investors support Masino’s efforts to boost sales since she became CEO in 2023, the company’s stock dropped over 9% in the five days since the controversy began, though it’s up 32% over the past year.