Cracker Barrel Unveils Major Rebrand, Sparks Conservative Backlash

Cracker Barrel has unveiled its first major logo redesign in nearly 50 years, removing the iconic image of a man leaning against a barrel to feature a modernized, text-only design rooted in the brand's original 1969 logo. The rebranding is part of a $700 million effort to modernize the southern-style comfort food chain, including updates to its menu, marketing, and restaurant interiors, shifting towards a brighter, 'modern farmhouse' aesthetic. Despite the company's assurances that its values and legacy remain unchanged, the rebrand has sparked significant backlash from conservative and MAGA supporters, including President Donald Trump's son, Donald Trump Jr., who publicly criticized the changes on social media. Critics accuse CEO Julie Felss Masino of abandoning traditional American aesthetics and promoting a 'woke' agenda, with some disparaging her as a DEI hire due to her leadership and the company's diversity initiatives. Supporters of the rebrand emphasize the company's intent to honor its history while bringing fresh energy and craftsmanship to the brand. The controversy highlights the cultural divide over brand modernization and the political polarization surrounding corporate identity shifts.