Cracker Barrel suffers sales slump after
‘woke’ logo backlash: ‘Dead for
a week’
New York Post,
by
Taylor Herzlich
Original Article
Posted By: Mercedes44,
9/4/2025 3:45:46 AM
Cracker Barrel suffered a hit to sales after it unveiled its “woke” new logo – which faced heated backlash from customers online and even President Trump.
Starting Aug. 19, the day after the logo was revealed, transactions slowed at Cracker Barrel restaurants, according to debit and credit card data from Bloomberg Second Measure, a data analytics provider.
That sales decline gained steam through Aug. 26 as diners slammed the new logo – a modern, sleek reimagining that erased an illustration of beloved folksy farmer Uncle Herschel. Other full-service restaurants showed mixed results during the same period, in a sign that Cracker Barrel’s sudden downturn was due to brand damage, according to Bloomberg.
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Reply 1 - Posted by:
DVC 9/4/2025 4:09:39 AM (No. 1999342)
Some wag once stated that all publicity was good. Clearly not true. Bad publicity is still BAD.
28 people like this.
Reply 2 - Posted by:
mifla 9/4/2025 6:05:13 AM (No. 1999355)
Welcome to 2025.
Go woke, and it will cost you.
Lousy customer service or deceptive practices? It will be all over Yelp.
Wake up, corporate America.
21 people like this.
Reply 3 - Posted by:
chumley 9/4/2025 7:18:45 AM (No. 1999372)
I suspect it was more a function of the internet furor rather than the actual rebrand. In reality it was just another change in an industry that is addicted to it. But then the internet got involved and it became a thing.
Same with all the Sydney Sweeny stuff. Ordinarily she would just be another pretty model, glanced at and forgotten. The internet and the phoney controversy is what made her a phenomenon.
10 people like this.
Reply 4 - Posted by:
philsner 9/4/2025 7:26:42 AM (No. 1999380)
Captain Obvious was there to deliver a memo.
10 people like this.
Reply 5 - Posted by:
Daisymay 9/4/2025 8:31:44 AM (No. 1999408)
In my Humble Opinion, just changing their Sign back to what it was misses the mark. As a Patron for as many years as I can remember, What I loved about Cracker Barrel was sitting on the Big Rocking Chairs after dinner (even if for only five minutes). I loved the Food, the friendly Wait staff and just looking around at all the "Stuff" on the walls! I loved to shop there. I could always find a cute outfit or a Children's Book when we were traveling to see Grandkids. I could often go there for a gift for Adults. We all love the Candy Bars from our growing up years. They can only be found in that Restaurant! Also, I don't believe the Powers that Be decided they need to bring in more Young People. Those Young Folks are not going to start running to their Restaurant just because they change the Sign or the Interior of the Place! They MIGHT have gone there before, when their Parents dragged them in there while traveling! They probably really wanted to stop at McDonalds (which is THEIR idea of a great place to eat! I'm betting the Young Lady who decided to change what has been a good thing will lose her job and Cracker Barrel will put all the Old Items back on the Walls and make the Place Inviting as it "used to be"! They forget you never run out of "Old Folks"! They were their Best Customers and they were told to get lost! I wonder if they will return just because they changed the Sign back!
27 people like this.
Reply 6 - Posted by:
Strike3 9/4/2025 8:32:14 AM (No. 1999409)
CB Bud Lighted themselves but fortunately it only took them a week to figure out that it was a very stupid move. Has the CEO entered therapy yet? No blacks or trannies participated in this fiasco.
10 people like this.
Reply 7 - Posted by:
mobyclik 9/4/2025 8:56:02 AM (No. 1999425)
This is what happens when a leftwing CEO only hangs out with other leftwing nutjobs to make business decisions. They never leave their little PC ''bubble'' and consult with the customers. After all, liberals know EVERYTHING!
21 people like this.
Reply 8 - Posted by:
Encore 9/4/2025 9:06:15 AM (No. 1999431)
The CEO should just apologize and go to work upgrading the service. Leave the image alone (to include NO rainbow rockers out front), fix the kitchen and service issues and then promote it. By biggest complaints have been undercooked meals, slow orders and increasing DEI hires for wait staff.
19 people like this.
I've never set foot in a Cracker Barrel restaurant. Guess I'll keep it that way, although I am curious after this marketing fiasco. I drove past one yesterday.
7 people like this.
Reply 10 - Posted by:
hurricanegirl 9/4/2025 10:17:59 AM (No. 1999453)
I'm *pretty sure* it wasn't the sign that did turned people off, but if it was, that's rather petty of us!
5 people like this.
Reply 11 - Posted by:
mc squared 9/4/2025 10:23:40 AM (No. 1999456)
It isn't the logo. Companies sometimes change theirs without doing it to promote their 'inclusivity'. Not mentioned in the Post story.
5 people like this.
Reply 12 - Posted by:
bighambone 9/4/2025 10:25:31 AM (No. 1999458)
Now that it has become evident that the Cracker Barrel has been serving what amounts to covert pre-frozen TV dinners to customers instead of the supposed legitimate “down home” food, they will still have a growing problem leading to a crash and burn situation, unless they change and again go back to serving old time legitimate “down home” food. Cracker Barrel had better hurry up and get with that program!
15 people like this.
Reply 13 - Posted by:
mossley 9/4/2025 10:43:53 AM (No. 1999461)
Changing the logo wasn't the core of the controversy, just the outward sign of it. The media hacks refuse to report the actual issue - the company's blatant pandering to every alphabet, illegal alien and other leftwing fringe cases out there. The company has been hurting since the pandemic. Rather than fix the issues, they've gone cheap on the food and service, and that is not how you get customers back.
9 people like this.
Reply 14 - Posted by:
MickTurn 9/4/2025 1:21:44 PM (No. 1999518)
Proving the Wokie Brokie situation once again!
3 people like this.
Reply 15 - Posted by:
3XALADY 9/4/2025 4:21:50 PM (No. 1999565)
Yes, I saw a former chef report they were serving left over or frozen food. I suspect they won't be able to overcome the news that has dribbled out about their company since the $7 mil/year chickie decided to make the changes. The loss in sales isn't their only loss.
4 people like this.
Reply 16 - Posted by:
rochow 9/4/2025 5:02:36 PM (No. 1999578)
That's what you get when you hire a woke strumpet who was touting her new anything a great success and anyone who had seen it supposedly was thrilled. Right.
2 people like this.
Reply 17 - Posted by:
JHHolliday 9/4/2025 9:47:44 PM (No. 1999635)
I haven't eaten there in a few years so didn't know about the declining food situation. Ours was always so crowded after church that we stopped going on Sunday. I guess that's not a problem for CB now.
An old hand in the food business once told me that you could serve food in any building as long as the food was good and you gave big servings of it. He has operated a successful barbecue joint in a small little shack for the last thirty years. I wonder if those redecorating millions might have been better spent on upgrading their food. The new look and wokeism just added to their loss of customers. I don't know why new CEOs have to "make their mark" with some completely foolish makeover. Better food and a few tweaks would have been all they needed.
4 people like this.
Reply 18 - Posted by:
earlybird 9/5/2025 3:52:05 PM (No. 1999922)
Now old news. Surprised the Post published.
0 people like this.
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