A big change at Cracker Barrel has stirred up a lot of talk — and not the good kind. The restaurant chain recently got rid of its old logo, which had a man called “Uncle Herschel” leaning on a barrel. They also dropped the words “Old Country Store” from their branding. That may not sound like a big deal, but to many longtime fans, this move felt like a slap in the face.
Social media exploded with people calling out Cracker Barrel for going “woke.” That word usually means making changes to please far-left activists, often by erasing traditional American symbols or values. And in this case, many people feel Cracker Barrel is trying too hard to look modern and politically correct — at the cost of its identity.
President Donald Trump weighed in on the controversy this week, offering advice to the company. “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 wrote on Truth Social.
He also pointed out that even bad press can be a good thing — if the company handles it right. “They got a Billion Dollars worth of free publicity if they play their cards right,” Trump said. “Make Cracker Barrel a WINNER again.”
Trump knows a thing or two about turning bad situations around. “Remember, in just a short period of time I made the United States of America the ‘HOTTEST’ Country anywhere in the World,” he added.
The White House, now under new conservative leadership, even joined in on the fun. They posted a meme on X (formerly Twitter) showing the old Cracker Barrel logo with the words “America First” swapped in. The caption? “Go woke, go broke.”
This isn’t the first time a major company has faced backlash for trying to update its image. Just ask Bud Light. The beer brand lost billions after teaming up with transgender activist Dylan Mulvaney in a marketing stunt. That move sparked a nationwide boycott and sent sales tumbling.
Now, experts are warning that this kind of “wokeness” is bad business. Charles Gasparino, a columnist for the New York Post, says investors are starting to see these political moves as a real risk.
“Wokeness… simply doesn’t sell to mass audiences,” Gasparino wrote. “And yet companies keep going there.”
He says corporate leaders are out of touch with everyday Americans. “They are lousy at reading the current mood of the country and its hatred of progressive indoctrination — whether in the classroom or when they simply want to enjoy a beer.”
Gasparino’s advice to investors? Keep a note on your desk that says, “Go Woke, Go Broke.”
Despite all the backlash, Cracker Barrel doesn’t seem ready to back down. In a Facebook post, the company said it wants to keep its “heritage at the heart,” but also reach new customers in new ways.
“We also want to be sure Cracker Barrel is here for the next generation of families,” the post said.
That sounds nice, but many aren’t buying it. To them, Cracker Barrel was never just about food. It was about feeling at home — a place where you could sit by the fire, play checkers, and enjoy a good meal with family. Changing that look and feel, just to chase trends, feels like a betrayal.
Now, the question is: Will Cracker Barrel listen to its customers and go back to what made it great in the first place? Or will it double down on a risky new path, like Bud Light did?
President Trump sees a turning point. “Very tricky to do,” he said, “but a great opportunity.”
Only time will tell whether Cracker Barrel takes that opportunity — or becomes the next cautionary tale in the age of woke marketing.