Cracker Barrel, an American chain of resturants, is facing a fierce backlash from public after unveiling a redesigned logo, with critics accusing the food business of abandoning its Americana roots and triggering a potential Bud Light style boycott.
The southern-themed family restaurant chain has modernized its branding, removing the iconic figure of a man in overalls leaning against a barrel that had been part of its identity since 1977.
The new design returns to a simpler focus on the company's name inside a barrel shape, a move the company called as, rooted even more closely to the iconic barrel shape and word mark that started it all.
However, the redesign has been met with outrage from prominent right-wing voices, who see it as a capitulation to "woke" corporate culture.
Donald Trump Jr. led the charge by posting on official X: "W*F is wrong with Cracker Barrel?" in response to criticisms of the company's CEO.
"She scrapped a beloved American aesthetic and replaced it with sterile, soulless branding," stated the Woke War Room account, which also accused the company of promoting race-based hiring initiatives.
MAGA podcaster Benny Johnson called the new logo “absolutely horrible,” while other critics were quick to draw parallels to the 2023 Bud Light boycott.
Many social media users labeled Cracker Barrel: "the Bud Light of formerly great restaurant" and "the Bud Light of Barrels."
The company shares price drops to 7.5%, causing loss of $94 million after controversary to which company has not issued a statement addressing it directly.
The backlash signals the continued power of cultural issues in consumer branding, where even a minor design change can be interpreted as a major political statement.
The Tennessee-based chain, which operates over 660 locations and employs tens of thousands of people, is known for its traditional country cooking and old-fashioned general store aesthetic.