Company Craters After Going Woke
Cracker Barrel is under fire after a shocking logo change erased decades of tradition — and sent the company’s stock tumbling by $94 million in just one day.
The family-favorite restaurant chain, known for its Southern charm and country cooking, watched its shares sink 7.2 percent on Thursday following the rollout of a controversial new logo. The redesign removed the iconic old man and barrel that had defined the brand for more than half a century.
Cracker Barrel Accused of “Woke Rebrand” Gone Wrong
Executives claimed the change was a “refresh” aimed at attracting new customers. Cracker Barrel Chief Marketing Officer Sarah Moore insisted the move would “welcome new guests” while keeping loyal fans on board. Outside PR firms Prophet, Viral Nation, and Blue Engine helped launch the makeover, which included menu changes and restaurant redesigns.
But customers weren’t buying it. Instead, the company faced an immediate firestorm of criticism, with many accusing Cracker Barrel of going down the same “woke corporate” path that has tanked other beloved brands.
Backlash from Trump Jr., Rival Restaurants, and Even Democrats
Donald Trump Jr. blasted the move on X (formerly Twitter), writing:
“WTF is wrong with @CrackerBarrel??!”
Steak ’n Shake piled on, saying the company was “deleting its personality” by erasing the old-timer from its signage. Even California Gov. Gavin Newsom’s office mocked the rebrand, posting in Trump-style fashion:
“WHAT IS WRONG WITH CRACKER BARREL?? KEEP YOUR BEAUTIFUL LOGO!!! WOKE IS DEAD!! FIX IT ASAP!”
The bipartisan criticism showed just how deeply the logo change cut across America’s cultural divide.
Stock Market Punishes Cracker Barrel’s Logo Change
The fallout wasn’t just cultural — it was financial. Investors fled the stock, wiping out nearly $100 million in value overnight.
For millions of Americans, the logo wasn’t just decoration. It represented heritage, family traditions, and the heart of Cracker Barrel’s identity. By tossing it aside, critics say, the company gambled with its brand loyalty — and lost.
Small Recovery, But Trust Remains Shaken
By Friday morning, Cracker Barrel’s stock clawed back a small rebound, up 2.5 percent in early trading. But analysts warn that the damage may linger as frustrated customers take their dollars elsewhere.
