And then, just like that, Cracker Barrel relented after President Trump weighed in on "Truth Social" and now they're back to the original logo with Uncle Herschel and his barrel!
I guess they're keeping the decor upgrades? Kind of pointless to undo that.
It would have to be one of the worst rebranding efforts in history to spend all that money to get negative publicity and end up where you started. I wonder who they consulted?
The sad thing is, it will probably seal the company's fate and there will be one less option in the dining-out landscape of American comfort food.
The least the MAGA crowd who cheered this on could do is to support Cracker Barrel by visiting their establishments and gloat in their win, but I suspect it was all about winning the "fight against WOKE" more than a principled defiance of a company who's values have never changed.
On a personal note, the last time I went to a Cracker Barrel was several years ago with a group of friends, and we haven't been back since. Not because of the logo, but because the food and service were terrible, to the point where we still joke about it some 20 years later. The waitress even apologized at the end of the dinner, and said something to the effect of "I guess you guys won't be coming back..." She was right. Now to be fair, they likely just had a bad night, but the experience was SO bad, that none of us ever felt the urge to give them another shot.
As for the current manufactured controversy, I am as stumped as you are. One can only speculate why CB was targeted - I guess an old, working class person in overalls is holding up American values of work ethic, or something?
The name of the brand is based on the fact that crackers used to be sold loosely in large barrels about 100 years ago, which of course, invited all sorts of freshness and sanitary problems. In fact, the term "bottom of the barrel" comes from this practice.
So given that their name and logo represent something unpleasant (a old barrel full of stale, rotting crackers), it's kind of amazing that they've lasted as long as they have. I would have thought the manufactured controversy would have actually HELPED them, by giving them free press, but I guess young people still view it as an old people's place, and old people have now been given their marching orders from Fox News to boycott, so it seems like bankruptcy is the next step....
Obviously, I have no love for the company, but as you mention, I DO have sympathy for the workers who will likely lose their jobs because of this.
I am so utterly sick and tired of the right’s use of the word “woke” and how often they throw it around at every turn. The word is losing its meaning and becoming annoying. The right has literally become the left of ten years ago. Back then the left wanted everything cancelled and even more recently than ten years probably. But a movement that calls everyone snowflakes and woke, that cry out every time a movie they don’t like or attack a restaurant chain for a rebrand. Enough is enough. It’s just a show to make the right wing overlords a ton of money
I think you hit the nail on the head in your piece - the Right calling everything "woke" is the equal and opposite reaction to the Left calling everything "racist". Neither terms have any meaning anymore, which is bad in both cases. There is still REAL racism out there, just as there is REAL wokeism, in the form of extreme Left policies, practices and demands. Both need to be confronted, and not watered down by throwing in a bunch of nonsense.
It is reassuring that you and Bernie are voices of reason and can ferret out the biases across the political perspective. The uproar over the Cracker Barrel logo change is comical and frightening at the same time. With all the issues related to our national debt, crime, food prices...among many other things that need to be addressed...we have lost perspective on what is important. I do not know if the logo change will ultimately improve the financial situation for Cracker Barrel, but they are trying to keep the company solvent. Changing the logo was not a 'woke' move.
I hope i did not offend the 'ferrets' by using their name in this note :)
Two things are at play. First the outrage-mongers, who frequently rake in millions ginning up outrage, constantly need new targets. Outrage-mongers who don't rake in much feel important, get their rock-off or aspire to raking in millions. When the ideologues at the other extreme fail to provide this, the outrage-mongers look elsewhere.
In addition, among the populace there are those who feel victimized by the rate of change in our society, especially to change of long-standing institutions, practices or visuals. Change can be equated to wokeness in some minds.
John, you and Bernie have this amazing, brilliant talent of putting in to perspective and reality the unbiased truth of it all. It's in your nature to be a 'realist', with the blinders off. I love it. I try to be and am that way too, by nature.❇️
Why is the new logo considered woke? It’s not particularly attractive but I don’t know that it’s necessarily woke. On the other hand, what makes the marketing department believe that changing the logo is going to start bringing in hordes of newer and younger customers? granted, I’m no marketing strategist, but I am willing to bet most people wouldn’t even notice the logo change had it not been for a manufactured controversy. Even so, why do they think they’re going to get new customers because of a logo change? I highly doubt that the reasons behind the declining sales at the restaurant chain had anything to do with the logo. Seriously—-WTH?
Freshening up an old-fashioned brand with a different look is a common marketing strategy for garnishing some publicity and interest. I doubt anyone believed it would bring in "hordes." The logo change was 'part' of the rebrand. The company is also remodeling the interiors of their restaurants and adding new menu items.
What kind of person do you have to be, that a corporate rebranding of a logo and decor makes you freak out and shout it from the rooftop?
I didn't think most people cared about Cracker Barrel in the first place, which would explain its financial predicament.
Odd. Very odd.
Yep.
And then, just like that, Cracker Barrel relented after President Trump weighed in on "Truth Social" and now they're back to the original logo with Uncle Herschel and his barrel!
I guess they're keeping the decor upgrades? Kind of pointless to undo that.
It would have to be one of the worst rebranding efforts in history to spend all that money to get negative publicity and end up where you started. I wonder who they consulted?
The sad thing is, it will probably seal the company's fate and there will be one less option in the dining-out landscape of American comfort food.
The least the MAGA crowd who cheered this on could do is to support Cracker Barrel by visiting their establishments and gloat in their win, but I suspect it was all about winning the "fight against WOKE" more than a principled defiance of a company who's values have never changed.
On a personal note, the last time I went to a Cracker Barrel was several years ago with a group of friends, and we haven't been back since. Not because of the logo, but because the food and service were terrible, to the point where we still joke about it some 20 years later. The waitress even apologized at the end of the dinner, and said something to the effect of "I guess you guys won't be coming back..." She was right. Now to be fair, they likely just had a bad night, but the experience was SO bad, that none of us ever felt the urge to give them another shot.
As for the current manufactured controversy, I am as stumped as you are. One can only speculate why CB was targeted - I guess an old, working class person in overalls is holding up American values of work ethic, or something?
The name of the brand is based on the fact that crackers used to be sold loosely in large barrels about 100 years ago, which of course, invited all sorts of freshness and sanitary problems. In fact, the term "bottom of the barrel" comes from this practice.
So given that their name and logo represent something unpleasant (a old barrel full of stale, rotting crackers), it's kind of amazing that they've lasted as long as they have. I would have thought the manufactured controversy would have actually HELPED them, by giving them free press, but I guess young people still view it as an old people's place, and old people have now been given their marching orders from Fox News to boycott, so it seems like bankruptcy is the next step....
Obviously, I have no love for the company, but as you mention, I DO have sympathy for the workers who will likely lose their jobs because of this.
I am so utterly sick and tired of the right’s use of the word “woke” and how often they throw it around at every turn. The word is losing its meaning and becoming annoying. The right has literally become the left of ten years ago. Back then the left wanted everything cancelled and even more recently than ten years probably. But a movement that calls everyone snowflakes and woke, that cry out every time a movie they don’t like or attack a restaurant chain for a rebrand. Enough is enough. It’s just a show to make the right wing overlords a ton of money
Agreed 100%.
I think you hit the nail on the head in your piece - the Right calling everything "woke" is the equal and opposite reaction to the Left calling everything "racist". Neither terms have any meaning anymore, which is bad in both cases. There is still REAL racism out there, just as there is REAL wokeism, in the form of extreme Left policies, practices and demands. Both need to be confronted, and not watered down by throwing in a bunch of nonsense.
It is reassuring that you and Bernie are voices of reason and can ferret out the biases across the political perspective. The uproar over the Cracker Barrel logo change is comical and frightening at the same time. With all the issues related to our national debt, crime, food prices...among many other things that need to be addressed...we have lost perspective on what is important. I do not know if the logo change will ultimately improve the financial situation for Cracker Barrel, but they are trying to keep the company solvent. Changing the logo was not a 'woke' move.
I hope i did not offend the 'ferrets' by using their name in this note :)
I love your takes on issues, John. Thanks for keeping up the good work!
Thanks, Rick. I appreciate that.
Two things are at play. First the outrage-mongers, who frequently rake in millions ginning up outrage, constantly need new targets. Outrage-mongers who don't rake in much feel important, get their rock-off or aspire to raking in millions. When the ideologues at the other extreme fail to provide this, the outrage-mongers look elsewhere.
In addition, among the populace there are those who feel victimized by the rate of change in our society, especially to change of long-standing institutions, practices or visuals. Change can be equated to wokeness in some minds.
John, you and Bernie have this amazing, brilliant talent of putting in to perspective and reality the unbiased truth of it all. It's in your nature to be a 'realist', with the blinders off. I love it. I try to be and am that way too, by nature.❇️
Thanks Sharon. I appreciate the kind words.
I would probably boycott them but quite honestly, I have never eaten in one.
What I don’t understand is
Why is the new logo considered woke? It’s not particularly attractive but I don’t know that it’s necessarily woke. On the other hand, what makes the marketing department believe that changing the logo is going to start bringing in hordes of newer and younger customers? granted, I’m no marketing strategist, but I am willing to bet most people wouldn’t even notice the logo change had it not been for a manufactured controversy. Even so, why do they think they’re going to get new customers because of a logo change? I highly doubt that the reasons behind the declining sales at the restaurant chain had anything to do with the logo. Seriously—-WTH?
There's nothing woke about the rebrand.
Freshening up an old-fashioned brand with a different look is a common marketing strategy for garnishing some publicity and interest. I doubt anyone believed it would bring in "hordes." The logo change was 'part' of the rebrand. The company is also remodeling the interiors of their restaurants and adding new menu items.
My chihuahua long before this bruhaha said "No Quiero Cracker Barrel!"