Cracker Barrel, a popular US restaurant chain known for its southern-style cuisine, has announced that it will be reverting to its decades-old logo after a backlash sparked by prominent right-wing figures, including Donald Trump.
The company had unveiled a new logo as part of the “fifth evolution” of its brand, which featured a simplified, text-only design. However, the redesign prompted a swift backlash in right-wing circles, with some commentators claiming the company had gone “woke”.
In a statement, Cracker Barrel said, “We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain.” The company emphasized its commitment to serving up delicious food, warm welcomes, and country hospitality that feels like family.
The decision to revert to the old logo comes after shares in Cracker Barrel fell sharply amid the backlash, but rose more than 7 percent in after-hours trading following the reversal.
The controversy surrounding Cracker Barrel’s rebrand is part of a larger trend of companies facing backlash for perceived attempts to go “woke”.
The term “woke” has been used by conservatives to mock what they see as an excessive fixation on racial and gender diversity.
In this case, Trump’s comments on the matter likely contributed to the backlash, as he called on the company to revert to its old logo and “admit a mistake”.
Since returning to the White House, Trump has used his presidency to exert an extraordinary level of influence over private businesses.
He has claimed to have persuaded companies like Coca-Cola to start using cane sugar in favor of high-fructose corn syrup and has announced that the US government has taken a 10 percent stake in Intel.
Trump’s influence over private businesses has raised concerns about the role of government in the economy and the potential for undue influence over corporate decision-making.
The Cracker Barrel controversy highlights the challenges companies face in navigating the complex landscape of modern branding. With the rise of social media, companies are under increasing pressure to get their branding right, and a misstep can lead to widespread criticism and backlash.
In this case, Cracker Barrel’s decision to revert to its old logo is likely a response to the intense pressure from customers and critics.
The incident also raises questions about the role of politics in business decision-making. Trump’s influence over Cracker Barrel’s branding decision is a notable example of how politics can intersect with business.
The company’s decision to abandon its rebrand may be seen as a victory for Trump and his supporters, who have been vocal in their criticism of companies that they perceive as going “woke”.
As companies navigate the complex landscape of modern branding, they must be mindful of the potential for backlash and criticism.
The Cracker Barrel controversy serves as a reminder that branding decisions can have far-reaching consequences and that companies must be prepared to listen to their customers and adapt to changing circumstances.
By reverting to its old logo, Cracker Barrel is attempting to put the controversy behind it and focus on serving its customers. Only time will tell if this decision will be enough to restore the company’s reputation and win back customers.