Cracker Barrel’s new logo has set off a social media firestorm, drawing comparisons to Bud Light’s infamous Dylan Mulvaney campaign and sparking backlash that could cost the chain big.
The controversy erupted after Cracker Barrel unveiled its first logo redesign in nearly five decades on Tuesday. The new look ditches the company’s iconic old man leaning on a barrel and simplifies the branding — a move critics say “stripped away the chain’s history and charm.”
Memes quickly flooded X, featuring transgender influencer Dylan Mulvaney edited into Cracker Barrel uniforms or mocked-up ads referencing her 2023 Bud Light promotion, which famously triggered a billion-dollar boycott. Some users joked that the restaurant was heading down the same path, warning: “Go woke, go broke. Biggest blunder since Bud Light.”
The backlash has already taken a toll — Cracker Barrel reportedly shed nearly $100 million in market value on Thursday alone.
Fans aren’t just upset about the logo. The company is also overhauling its 650 restaurants nationwide, swapping rustic, Southern-style interiors for a more modern aesthetic. Loyal customers argue the changes are destroying the brand’s cozy, country feel, with one Reddit user writing: “They’ve removed all personality. It’s just another chain now.”
Even President Donald Trump Jr. weighed in, posting on X: “WTF is wrong with Cracker Barrel??!”
Despite the backlash, Cracker Barrel’s leadership is standing firm. CEO Julie Felss Masino told Good Morning America: “Cracker Barrel needs to feel like the Cracker Barrel for today and tomorrow. The things you love are still there — we’re just bringing fresh energy to the experience.”
Still, critics are calling on the 56-year-old chain to revert to its original branding, while videos of remodeled locations continue to divide opinion online.
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Agree! Switch back! Sent from my iPhone
We won’t do much business with Cracker Barrel anymore since they have gone the way of Target and supported LGBTQ. We support business who support normal male and female gender.
They are done, Chapter 11 before the end of the year.
Will they never learn?
Go Woke, Go Broke!
Go woke, go broke. Learn from others’ mistakes, or perish from your own.
As for remodeling, NO! Stay rustic.
How does changing into a sterile white cafeteria bring “new life” into the CB experience?
As long as the food remains tasty, who cares if they clean up their surroundings and join the new century. We don’t still have early American furniture in our houses. Why should they?
I will no longer purchase anything (food or products) from Cracker Barrel. It saddens me, but the Woke ideology disgusts me.