Cracker Barrel faced a storm of backlash after revealing a new logo that stripped away beloved traditional elements, igniting a fierce debate over the restaurant's identity and values.
The rebranding, labeled as "woke" by critics—including many conservative customers—prompted an outcry that caught the attention of public figures, notably President Donald Trump, who called for the company to revert back to its original logo.
Intense customer outrage resulted in substantial financial repercussions, with the restaurant experiencing a nearly $100 million drop in market value in the wake of the logo change.
Following the uproar, Cracker Barrel announced it would return to its classic "Old Timer" logo, presenting the decision as a response to customer sentiment and acknowledging the missteps made during the rebranding process.
Co-founder Tommy Lowe criticized the failed rebrand, expressing deep disappointment and highlighting the disconnect between current leadership and the company’s heritage.
This episode reflects broader cultural tensions in America, illustrating the power of consumer voices and the complexities businesses face when navigating identity in a politically charged climate.
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