Cracker Barrel founder Danny Evins must be turning over in his grave over the disrespect shown to the revered and successful dining brand he created from nothing.
The casual dining restaurant known for its Southern charm now under new “woke” management is making changes to its image, including dropping the man in jean overalls who is resting his arm on a wooden barrel from the logo. Since 1977, the drawing of the man and barrel has been a part of the restaurant’s logo. The decision to drop it comes as the restaurant chain is reportedly seeking to stay relevant with a new generation of diners.
“The way we communicate, the things on the menu, the way the stores look and feel all of these things came up time and time again in our research as opportunities for us to really regain relevancy, Cracker Barrell CEO Julie Felss Masino said in 2024. Despite the national backlash to the logo and interior design changes she is rolling out, she claims “everybody loves it.”
The dramatic drop in Cracker Barrel stock price today tell a different story. Since debuting its new logo, the company saw a more 13% drop in its shares.
Masino became CEO of Cracker Barrel after leadership roles at Taco Bell and Starbucks.
The restaurant was first opened by Danny Evins in Lebanon in 1969. He borrowed $40,000 to construct the first restaurant, which turned a profit just one month after opening.
Originally, they relied on a text-only logo. Cracker Barrel said in a press release that its new logo design is “rooted even more closely to the iconic barrel shape and word mark that started it all.”
However, the logo’s redesign has been subjected to backlash, particularly from conservative commentators who accuse the restaurant chain of being “woke.” President Donald Trump‘s son, Donald Trump Jr., shared his frustration with Cracker Barrel by sharing a tweet from the account the Woke War Room which accused Masino of replacing the “beloved American aesthetic” with “sterile, soulless branding.” Woke War Room also accused Masino of being a proponent of and engaging in diversity, equity, and inclusion hiring practices, pointing out that she faces a civil rights complaint by America First Legal with the Tennessee Attorney General.
This isn’t the first time Cracker Barrel has faced conservative outrage over its embrace of a left-wing agenda. In 2023, the restaurant chain faced backlash during Pride Month after it made posts on social media celebrating its LGBTQ customers. The Texas Family Project, a conservative organization, said in a post on X: “We take no pleasure in reporting that @CrackerBarrel has fallen,” which became a widely memed phrase. The company had openly supported Pride Month for several years, and still maintains a commitment to LGBTQ customers on its website.
Conservative singer John Rich posted on his X account Thursday: “Will you go to Cracker Barrel now that it’s going woke? This could be a “Bud Light” moment in the making…” Other conservatives are rapidly expressing their views on the rebranding as well.
Steve Gill is publisher of TriStar Daily. He regularly dined with Danny Evins at the original Cracker Barrel in Lebanon before Danny passed away in 2012.
