As Cracker Barrel’s shareholders have learned, progressives fighting the growing pro-American atmosphere pay a large price.
Cracker Barrel announces new logo for mixing reactions
Known for its nostalgic charm, national restaurants and country stores have recently launched a simplified design that drops the image of a man sitting beside a wooden barrel. Some are not satisfied.
No Brands – News Value
When Blonde Blue Jean-covered Sidney Sweeney recently sent liberals into the heat with an American Eagle ad, it was a clue that American corporate branding was doing a massive reboot. Other clues have also been omitted.
In March, the Steak’N Shake Restaurant chain embraced the crowd at Make American Healthy Again. Technology leaders like Meta founder Mark Zuckerberg have overtures that have attracted attention on President Donald Trump and his MAGA supporters.
However, not all businesses have returned since they woke up. A favorite of road-tired interstate travelers for decades, Cracker Barrel ditched its old-fashioned logo on August 19th to support the “cleaner” design. The new logo erases a grandpa leaning against a wooden barrel image that customers have associated with the restaurant since 1977.
Now, the company endures extraordinary backlash, including Rvial Restaurant Chain Steak ‘n Shake and political leadership politics.
Even Democrats are knocking on cracker barrels
Florida Republican Rep. Byron Donald posted about his disappointment with the company’s management at X. “In college, I worked at @crackerbarrel in Tallahassee. I brought Christ to life in the car park. Their logo was iconic and their unique restaurant was an fixture of American culture.
Even the Democratic social media team has branded the restaurant and put their thumbs down. “I think I’ll smoke the cracker barrel brand too.” The post included an image of Norman Rockwell’s “free speech” painting.
You know that when your pivot to “modernism” loses Democrats, you made the wrong move.
The decision of corporate leaders to tear their country’s roots comes at a high cost. Cracker Barrel’s stock price plunged $94 million within days of the logo’s release, and the company lost more than 10% of its value.
Steak’N Shake bit his rival on social media to abandon history and American values.
Steak’n Shake’s comments are particularly interesting as they received intense criticism for using beef tallow in what was perceived as a nod to Trump and the “Maga Embrace.”
Patriotism is a good thing, and brands know it
The repulsion against the cracker barrel brand makes sense in the context. The company is seen moving in the same direction as leftists who were furious about Sweeney’s jean ads. And they are both heading in the opposite direction of the over 77 million Americans who voted for Trump.
Patriotism is making a comeback along with respect for tradition. That trend may even reach the Smithsonian Society museum.
On August 12, the White House announced that the Trump administration will review the Smithsonian to “confirm American exceptionalism, remove any divisive or partisan narratives, and ensure alignment with the president’s instructions to restore confidence in shared cultural institutions.”
When we lived in the Washington, DC area, I often took my kids to the Smithsonian museum. However, some of the museums featured exhibits that highlighted negative aspects of American history without highlighting the extraordinary strengths and achievements of our country. What if our own museum is not a pro-American?
Smithsonian’s reviews resemble the changes seen in marketing for major brands and the drawbacks from diversity, equity and inclusive ideology by universities and employers. Americans say they are well told about themselves and their country because of the power that makes them feel sick.
As Cracker Barrel’s shareholders have learned, progressives fighting the growing pro-American atmosphere pay a large price.
Anyone looking for a burger at Steak’n Shake?
Nicole Russell is a columnist for USA Today and is a mother of four living in Texas. Contact her at nrussell @gannett.com and follow her on her previous Twitter: @russell_nm. Sign up for her weekly newsletter, the right track here.
