Cracker Barrel Faces Conservative Backlash Over ‘Woke’ Rebranding and DEI Ties

Cracker Barrel, the iconic Southern-inspired restaurant chain once celebrated for its homestyle cooking and country charm, is now under fire from loyal customers who say its recent rebrand is yet another case of corporate America bowing to “woke” trends.

The company insists nothing has changed. “Our values haven’t changed,” officials told Newsweek in a statement. “The heart and soul of Cracker Barrel haven’t changed.”

They doubled down, adding: “Uncle Herschel remains front and center in our restaurants and on our menu. He is the face of ‘The Herschel Way,’ the foundation of how our 70,000-plus employees provide the country hospitality for which we are known.”

A Costly Logo Redesign

Founded in 1969, Cracker Barrel built its reputation on tradition. For decades, its rustic décor and iconic logo — featuring a man leaning against a barrel — became synonymous with old-fashioned American hospitality.

But for the first time in nearly half a century, the company has rolled out a redesigned logo, describing it as “[r]ooted even more closely to the iconic barrel shape and wordmark that started it all.” The makeover is part of a staggering $700 million rebranding effort.

Critics say the change abandons tradition and panders to younger, more progressive audiences. Rep. Byron Donalds (R-FL) didn’t hold back, posting on X: “No one asked for this woke rebrand. It’s time to Make Cracker Barrel Great Again.”

Conservative media entrepreneur Collin Rugg called the new design “depressing,” while another online commenter dubbed the restaurant “the Bud Light of formerly great restaurants.”

Pushback From the Left and the Right

Ironically, the backlash hasn’t been limited to conservatives. Even the Democratic Party’s official X account chimed in, declaring: “We think the Cracker Barrel rebrand sucks too.”

Still, conservative influencers argue that what’s at stake goes beyond a logo. Owen Shroyer, podcaster and activist, blasted the move: “This is your logo. It’s literally a cracker and a barrel. Yes, own the hilarious irony of using a racial slur against your main demographic. It will attract that younger crowd you’re reaching for. Or serve better food.”

Spotlight on DEI and Corporate Influence

Fueling much of the conservative anger is the presence of Gilbert Davila, a Cracker Barrel board member since 2020 and one of the company’s largest individual shareholders. Davila has spent over 15 years running a consulting firm specializing in diversity, equity, and inclusion (DEI) advertising strategies.

Conservative activist Robby Starbuck spotlighted Davila’s background in a video now circulating widely online. “What qualified him for this board seat?” Starbuck asked. “Well, you see, he’s owned a DEI consulting and strategy firm for 15 years that focuses on pushing DEI and DEI advertising.”

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Starbuck and others argue Davila’s influence has pushed Cracker Barrel away from its traditional customer base, echoing broader trends in corporate America where legacy brands appear to be chasing approval from progressive elites while alienating the very communities that made them successful.

To many on the right, Cracker Barrel’s rebranding saga looks eerily familiar. Like Bud Light before it, the chain risks trading decades of goodwill for the fleeting approval of activist-driven marketing. Whether the gamble pays off with younger audiences remains to be seen — but conservatives are already warning that alienating faithful diners could prove to be a costly mistake.