Cracker Barrel has become the latest brand to be engulfed in a culture war row after it unveiled a simplified version of its longstanding logo. The American restaurant chain, based in Lebanon, Tennessee, announced a return to its original design, removing the seated figure of a man in overalls leaning against a wooden cask that had been part of its branding since 1977.
The company said the new logo was "rooted even more closely to the iconic barrel shape and word mark that started it all". The updated visuals will appear across menus and marketing collateral, marking the fifth evolution of the brand's identity, which began in 1969 with simple gold lettering.
Conservative figures, including Donald Trump Jr, were quick to criticise the move. The president's eldest son shared a post from the account Woke War Room, which attacked chief executive Julie Felss Masino, accusing her of scrapping a "beloved American aesthetic" and retaining a diversity, equity and inclusion regime. Right-wing commentator Benny Johnson described the new logo as "absolutely horrible", while pundit Owen Shroyer mockingly suggested it resembled "a cracker and a barrel".
Many on the right drew comparisons to the 2023 Bud Light controversy, when conservatives boycotted the beer brand over its partnership with transgender influencer Dylan Mulvaney. One social media user labelled Cracker Barrel "the Bud Light of formerly great restaurants", while another shared an image of Ms Masino wearing a clown wig. Others offered alternative designs, including one referencing the Jeffrey Epstein affair.
However, some criticised the backlash. Artificial intelligence developer Mario Pawlowski pointed out that the company employs 77,600 people across 660 locations, and accused opponents of "tradition terrorism". He said a boycott would harm staff. On Thursday, Cracker Barrel's shares fell by approximately 10 percent after the new logo was unveiled.
