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

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,

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.

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.

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

The official X accounts for the Democratic Party and California Gov. Gavin Newsom’s press office attacked the controversial Cracker Barrel logo redesign.