Change is never easy, and it has definitely come at a cost for restaurant and gift store chain Cracker Barrel. On Aug. 20, the company unveiled the redesign of its iconic logo, and you wont believe why the MAGA faithful are losing their collective minds over it.
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The company removed its longstanding illustration of a white man leaning on a barrel, resorting to a more minimalistic design of just the chain name on a yellow background. This redesign accompanies a renovation of their restaurants.
The redesign caused Cracker Barrel’s stock to plummet, with the company losing over $90 million in just a day, according to CBS News. Many fans of the old logo have gone on to X to express their outrage at the new modern design, and with heat coming from both MAGA supporters and Black folks, it looks like it might be hard for Cracker Barrel to bounce back.
MAGA supporters are calling the rebrand woke:
“In college, I worked at Cracker Barrel in Tallahassee. I even gave my life to Christ in the parking lot. Their logo was iconic, and their unique restaurants were a fixture of American culture. No one asked for this woke rebrand. It’s time to make Cracker Barrel Great Again,” posted Republican politician and financial analyst Byron Donalds on X.
“Dear Cracker Barrel, this is your logo. It’s literally a cracker and a barrel. Yes, own the hilarious irony of a racial slur against your main demographic. It will attract that younger crowd you’re reaching for. Or serve better food. Sincerely, America,” posted Republican radio presenter Owen Shroyer.
In a surprising twist, some Black folks on X are saying that they want their food at Cracker Barrel to be served with a side of racism, and this rebrand doesn’t give them that:
“A remodeled Cracker Barrel is a crime against America,” posted comedian Kevin Fredericks, with a clip saying, “You gotta have the racism aesthetic… If I don’t feel like I’m on the set of “Sinners,” then how do I know I’m in a Cracker Barrel? This is a gentrified Cracker Barrel.”
“Nah, bruh, Cracker Barrel without the racist undertone won’t taste the same. KEEP it like it was,” posted another user.
However, many Black folks on X are calling the outrage of the new logo ridiculous and stating that there are bigger things to be focused on, while other users celebrate the disastrous rebrand:
“People can’t afford housing, groceries, and are going bankrupt if they get cancer. So naturally, conservatives are mad about Cracker Barrel’s logo,” wrote one user.
“Watching the [White] folks crash out over the Cracker Barrel logo is amusing. I hope they go out of business and lose the racist White customers they’ve catered to for decades. Cracker Barrel has been sued for employment discrimination and for segregating Black customers.”
In 2004, Cracker Barrel paid $8.7 million to settle claims that the chain discriminated against and mistreated Black employees in a Justice Department lawsuit, according to NBC News.
Cracker Barrel CEO Julie Masino, went on Good Morning America on Tuesday (Aug. 19) to defend the rebrand, saying that the things people love about Cracker Barrel are still there, and they want people to choose Cracker Barrel because they love the brand.
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