Cracker Barrel changes its logo. The right-wing media flips out
Cracker Barrel’s new logo reveal is MAGA’s latest manufactured crisis. But what if a biscuit really just is a biscuit and not an LGBTQ+ gateway drug?
Masked goons are terrorizing American cities. The U.S. inflation rate is the highest it has been in over four decades. Gaza is starving to death. The Cracker Barrel unveils a new logo.
If you guessed which crisis is not like the others, then you’ve spotted the latest source of outrage fueling the right-wing media universe, where trivial distractions from Trump’s failures and the Epstein files are the name of the game.
In a kerfuffle as layered as the eatery’s hash-brown casserole ($4.79 for a side dish, $15 and upward for an entree-sized portion), the folksy-themed establishment, which first opened its doors in 1969, is once again fodder in a one-sided culture war.
The crime? The chain’s classic gold and brown logo now features the chain’s name in a more minimalistic font. Gone is the eatery’s unofficial mascot, that folksy fellow in coveralls who enjoys leaning on a wooden barrel.
“WTF is wrong with @CrackerBarrel??!” said Cracker Barrel regular-in-spirit-only Donald Trump Jr. when responding to a post on X where the user shockingly blamed DEI for the restaurant’s monstrous decision.
“Cracker Barrel is done,” wrote the Federalist’s Sean Davis. “Woke executives killed it, wrapped the corpse in a rainbow flag, and then made it do a little puppet show in New York City for the entertainment of all their woke little friends.”
Not exactly a puppet show, but the Cracker Barrel did host its “A Taste of Country, Anytime” event Thursday in New York City with country music star Jordan Davis. The chain purported to bring a “country hospitality experience to the big city,” complete with “entertainment on the front porch, rocking chairs, classic Cracker Barrel games and crave-worthy food.”
Clearly a ruse for yet another Pride parade or Latin American gang invasion.
The deception started on Aug. 19, when the Tennessee-based chain in a press release announced changes to its logo and menu as part of a campaign titled “All the More.” The rebrand features new menu items, restaurant remodels and an “enhanced brand look and feel.”
“We believe in the goodness of country hospitality, a spirit that has always defined us. Our story hasn’t changed,” said Cracker Barrel Chief Marketing Officer Sarah Moore in a statement. “Our values haven’t changed.”
But their signage has changed, and that in itself signaled a threat to a way of life that we need to rediscover, you know, in order to make America great again.
Nostalgia for a time that most of us weren’t even alive to see is part of Cracker Barrel’s appeal. Renowned for its Southern comfort food and down-home appeal, generations of Americans have wandered through the establishment’s general store decor and dined on its Southern comfort food. But like any business, it needs to keep up with the tastes and demands of new generations, and apparently Gen Z, millennials and even Gen Xers aren’t buying black licorice and candy corn like their predecessors once did.
It’s hardly the first time the dubiously-named dining establishment has faced accusations that it’s going gay. As the Bulwark pointed out, there was 2023 e-outrage over Cracker Barrel’s acknowledgment of Pride month, which included a rainbow-themed rocking chair and some corporate-speak about “diversity, equity, inclusion and belonging at Cracker Barrel.”
“We take no pleasure in reporting that Cracker Barrel has fallen,” the organization Texas Family Project wrote at the time. “A once family friendly establishment has caved to the mob.”
When the country is in chaos and entangled in man-made catastrophes abroad, it’s easier to rail, risk-free, against a manufactured crisis. Fox Business News led its Friday news lineup with a Cracker Barrel report, but not about the logo redesign: “Cracker Barrel over the past decade has worked closely with the Human Rights Campaign (HRC), changing its company culture to be more inclusive and LGBT-friendly ahead of its controversial store rebrand,” reads the lede.
It’s yet to be seen if a sizable swath of America will forgo the Signature Saucy Chicken Sandwich in protest, constituting another national crisis to chew on.