New York City hosts a country-themed event by Cracker Barrel, featuring food, line-dancing, and a concert, amidst public criticism over their recent logo change
Cracker Barrel Faces Backlash Over Rebranding Effort
Cracker Barrel Old Country Store, the iconic restaurant chain known for its southern charm and comfort food, has found itself in the midst of controversy after announcing a rebranding initiative. The changes, which include a modernized logo and updates to the interiors, have sparked criticism from various quarters, including political figures and fellow restaurant chains.
The new logo, unveiled on Tuesday, marks the first time in 48 years that the logo only features text, and it is a callback to the original logo from 1969. However, the modernized design has not been well-received by all. Critics have expressed disapproval, with the closest criticism coming from Tennessee GOP Sen. Marsha Blackburn who tweeted, "Make Cracker Barrel Great Again!". Donald Trump Jr. also voiced his disapproval of the changes.
Steak 'n Shake, another restaurant chain, has suggested that Cracker Barrel and its CEO Julie Felss Masino are abandoning the restaurant chain's southern charm and identity. They criticized the elimination of the 'old-timer' from the signage, stating that heritage is what got Cracker Barrel this far. Country music singer John Rich asked his followers if they would continue to patronize Cracker Barrel now that it is perceived as becoming 'woke'.
The disapproval has led to a decline in Cracker Barrel's stocks. Despite the backlash, Cracker Barrel hosted a pop-up event in Manhattan on Thursday, featuring line dancing, live country music, and southern-style comfort food. The event, part of Cracker Barrel's "All the More" campaign, aimed to honor the company's legacy while bringing fresh energy and heartfelt hospitality to its guests this fall.
The event took place at Gansevoort Plaza in the Meatpacking District. Classic Cracker Barrel menu items, rocking chairs, games, and a performance by country music singer Jordan Davis were part of the festivities. As part of its "All the More" campaign, Cracker Barrel is offering customers a complimentary Classic Side with any purchase on August 23 and 24 at nearly 660 locations nationwide.
Interestingly, there are no clear search results indicating any persons or groups who have spoken out against Cracker Barrel's rebranding or identity change, nor the reasons for opposition. Sean Davis, CEO of The Federalist, criticized the event in Manhattan as a showcase for the rebranding initiative, stating it caters to executives who want to impress a specific crowd.
Despite the controversy, Uncle Herschel, the iconic image in Cracker Barrel's logo, remains front and center in the company's restaurants and on its menu. The closest Cracker Barrel to New York City is located in Mount Arlington, New Jersey, about 45 miles away. As the dust settles, it remains to be seen how Cracker Barrel will navigate this period of criticism and whether they will make any changes in response to the backlash.
