Cracker Barrel’s Corporate Suicide Bombing

Cracker Barrel’s stock lost nearly $100 million after a woke rebrand. One of the most iconic restaurant chains in America, deeply rooted in Southern food and hospitality—went woke and blew itself up. The company’s stock lost nearly $100 million after introducing a ‘new’ look Cracker Barrel—one of the most iconic restaurant chains in America, deeply rooted in Southern food and hospitality—went woke and blew itself up.

A logo chnage removes the man sitting on a chair and leaning on a barrel, and the font appears to have changed.

National Review: Note that this isn’t really a struggling brand. Cracker Barrel is currently the 34th biggest restaurant chain in the United States, bigger than the Cheesecake Factory, Five Guys, and Waffle House. Founded in 1969, the chain’s early locations were positioned near interstate highway exits in the South and Midwest, but have since expanded to 657 locations in 572 cities across 43 states and territories. In June, the restaurant chain announced its “fourth consecutive quarter of positive comparable store restaurant sales growth.”

Cracker Barrel didn’t just lose its logo. It lost its soul.

Under a CEO more obsessed with DEI quotas than country charm, they’ve:

– Scrubbed the iconic logo
– Remodeled 70+ stores into sterile showroom knockoffs
– Pledged $700 million to erase every trace of what made it feel… pic.twitter.com/iueJnO861v

— Desiree (@DesireeAmerica4) August 21, 2025

I suspect that when Cracker Barrel CEO Julie Masino decided to rebrand, she didn’t anticipate that it would end her career. However, if things continue as they have been, she will likely be seeking another job within a few weeks—if anybody would have her. New York Post: If the Cracker Barrel market puke has anything to teach Wall Street, it’s that investors who are deciding where to put their money must add corporate “wokeness” to their menu of risks to ­digest. In fact, making “woke” an investing risk factor — in some cases as important as the direction of interest rates and inflation — seems so obvious that I hesitated to write this column. Recall Bud Light’s ­Dylan Mulvaney fiasco, or Target CEO Brian Cornell’s recent exit following his ill-fated ­obsession with DEI. Wokeness is generally defined as subjecting the culture and business to left-wing dogma involving race, sex and viewing all things Americana as anathema. It simply doesn’t sell to mass audiences. And yet companies keep going there. Corporate managers, it turns out, are a politically and socially tone-deaf bunch. They are lousy at reading the current mood of the country and its hatred of progressive indoctrination — whether in the classroom or when they simply want to enjoy a beer. Their advisers may be even worse. (New York Post)

https://twitter.com/johnyc46/status/1958546706775126299nn

And the memes are priceless:

https://twiter.com/PJPNIG/status/1958389094847045896

#CrackerBarrel #crackerbarrell #CrackerBarrelHasFallen pic.twitter.com/qu400Kk8L6

— oinkmasterbbq (@oinkmasterbbq) August 21, 2025

#crackerbarrell pic.twitter.com/Asm8D8uKYX

— B Meister (@BMann50064145) August 22, 2025

@CrackerBarrel I love the new logo. #crackerbarrell #budlight pic.twitter.com/z3zT3Jn92x

— Tommy Tutone (@TommyTuton1014) August 21, 2025

“Go woke, Go Broke” finally gets its own theme song.
By Cracker, of course. #crackerbarrell pic.twitter.com/kvQ22Gvo2g

— Brett Craig (@bac37) August 24, 2025

#crackerbarrell pic.twitter.com/1rrE0RHFE6

— Gigi J. Trump (@realGigiJ) August 21, 2025

If it ain’t broke, don’t fix it!#crackerbarrell https://t.co/L687L8QIoA pic.twitter.com/nRQxYClUgW

— B. Wilkins lll (@ScummyMummy511) August 21, 2025

Is this accurate yall? #crackerbarrell pic.twitter.com/fb1X1yhC6k

— RedWhiteBlueAndTruth (@BananaRepub69) August 21, 2025