Cracker Barrel's push to modernize has sparked fierce criticism, as the restaurant chain is the latest brand to be labeled "woke" by conservativesThe Tennessee-based company, known for its rustic country stores and Southern meals,

GOP Rep. Byron Donalds (Fla.) called it a “ woke rebrand .” Donald Trump Jr. shared a post from the “Woke War Room” account that appeared to link the logo to the Cracker Barrel CEO’s “DEI regime.” And a Christian college wrote that the rebrand had the “same energy” as a defaced George Washington statue.

Conservative activist Robby Starbuck released a scathing critique of Cracker Barrel as the company faces backlash after changing its iconic logo.

Cracker Barrel's redesign has sparked political backlash, comparisons to Bud Light, and a national conversation on DEI.

A redesign of Cracker Barrel's iconic logo has customers vowing to boycott and slamming CEO Julie Felss Masino.

Following the logo reveal and backlash, Cracker Barrel stock dropped 7.2% on August 21, 2025. This amounted to a $94 million loss in market value before partially rebounding later that day. Analysts cautioned that both the controversy and the high $700 million rebrand cost contributed to investor uncertainty, not just political outrage.

Cracker Barrel revealed a new logo among other changes, stirring controversy. Will there be any changes in PA or Del? What we know.

Targets of this ire have included museums and colleges that are seen as supposed bastions of “woke” culture, but also brands. The latest business to inspire a right wing meltdown is the restaurant chain Cracker Barrel — and no one freaked out harder than Republican Florida congressman and gubernatorial candidate Byron Donalds.