Cracker Barrel CEO Pathetic

Cracker Barrel has sparked controversy after unveiling a redesigned logo as part of a $700 million rebrand. The company’s CEO was quoted as saying that MAGA supporters “don’t have to eat here,” fueling further debate online.

The Southern-style restaurant, founded in 1969, has updated its logo for the first time in nearly five decades. Originally text-only, the logo was redesigned in 1977 to feature a man sitting beside a barrel, which became widely recognized. The latest version draws more heavily on the barrel image and simplified wordmark.

Company leaders stressed that its core values remain unchanged. “The heart and soul of Cracker Barrel haven’t changed,” the restaurant said in a statement to Newsweek. It emphasized that “Uncle Herschel,” a longtime brand symbol, will still represent its hospitality and service standards.

Reactions online were swift. Some conservatives criticized the change, calling it unnecessary and “woke.” Florida Congressman Byron Donalds posted, “No one asked for this woke rebrand. It’s time to Make Cracker Barrel Great Again.”

Collin Rugg of Trending Politics described the new logo as “depressing,” while a viral social media post jokingly asked why the company removed “the cracker & the barrel.”

Others mocked the backlash itself. California Governor Gavin Newsom’s press office sarcastically imitated Donald Trump’s style, ridiculing complaints about the design and declaring, “WOKE IS DEAD!!”

Despite the uproar, Cracker Barrel maintains the redesign is a nod to its original 1969 identity, while modernizing the look for both digital platforms and roadside signs.