Cracker Barrel Rebrand Backfires

Cracker Barrel Old Country Store (NASDAQ: CBRL) unveiled a new logo as part of a rebranding push, but within days faced a wave of criticism from customers, conservatives, and even former President Donald Trump. The backlash forced the company to reverse course, reinstating its original branding.

In just a week, Cracker Barrel lost and regained nearly $100 million in market value, with shares rebounding 8% on Wednesday.

Branding Challenges for Legacy Companies

Analysts say legacy brands face unique challenges in balancing heritage with modernization.
Carreen Winters of PR firm MikeWorldWide noted: “It’s very tricky to be a brand for everyone today. In Cracker Barrel’s case, they’re trying to attract a new, younger customer, but you also have to respect your loyal base.”
Critics labeled the new design “sterile” and “soulless,” while some conservatives argued it leaned into “wokeness.”

Historical Examples of Branding Missteps

New Coke (1985): Coca-Cola faced outrage before reverting to its original formula.
Gap (2010): Ditched its new logo within a week after social media backlash.
Jaguar (2023): Rebrand dropped its iconic “leaper” logo, triggering widespread criticism.
Bud Light (2023): Lost consumer trust after a controversial influencer partnership.

Successful Rebrands

KFC (1991): Shortened from Kentucky Fried Chicken, aligning with customer habits.
Dunkin’ (2019): Shifted from “Dunkin’ Donuts” to emphasize coffee business.
IHOP: Gradual evolution kept the brand relevant without alienating customers.
Starbucks: Subtle logo adjustments over time preserved identity while modernizing.

Political and Cultural Pushback

Experts like Eric Schiffer argue the removal of Cracker Barrel’s “Uncle Herschel” figure signaled to conservatives that “traditional identity” was being erased.
This ties into broader resistance to DEI (diversity, equity, and inclusion) initiatives, which some perceive as diluting classic brand values.
Trump labeled similar branding efforts by other companies “stupid” and “woke,” fueling the backlash.

Silver Lining: More Publicity

Despite the uproar, experts note that Cracker Barrel has captured national attention.
Branding consultant Beth LaGuardia Cooper added: “Everybody loves a comeback in America. If Cracker Barrel leans into this moment, it could turn the setback into a win.”