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Celebrities, including James Woods and John Rich, are speaking out after Cracker Barrel announced its new logo earlier this week.

In a press release on Tuesday, the Southern restaurant chain said the brand redesign “is now rooted even more closely to the iconic barrel shape and word mark that started it all.”

Why It Matters

Cracker Barrel first opened in 1969 as a comforting home-away-from-home for travelers, according to the company’s website. Their restaurants and country stores are known for offering comfort food and unique items, respectively, in a cozy atmosphere.

Over the years, logo changes have become a divisive choice for brands and are often the target of criticism. Earlier this week, MSNBC’s name change to MS NOW was mocked online, and in January, Walmart’s new logo was met with mixed reviews.

(L) James Woods arrives at the Los Angeles premiere of “Savages” on June 25, 2012. (R) John Rich in Las Vegas, Nevada, on February 16, 2017. (Inset) A Cracker Barrel location in Indianapolis, Indiana. (L) James Woods arrives at the Los Angeles premiere of “Savages” on June 25, 2012. (R) John Rich in Las Vegas, Nevada, on February 16, 2017. (Inset) A Cracker Barrel location in Indianapolis, Indiana. Gregg DeGuire/WireImage; Denise Truscello/Getty Images for Redneck Riviera; jetcityimage/ iStock Editorial / Getty Images Plus

What To Know

Following news of Cracker Barrel’s logo change, conservative critics and celebrities expressed their disappointment online.

John Rich, one half of the country duo Big & Rich, posted on X on Wednesday, “Will you go to Cracker Barrel now that it’s going woke? This could be a ‘Bud Light’ moment in the making…”

The post, which had 2.9 million views and 40,000 likes at the time of writing, was referring to the controversy surrounding Bud Light in 2023 after it partnered with transgender influencer Dylan Mulvaney for a promotional campaign. Amid the backlash, some consumers boycotted the beer brand.

In a separate X post, the singer shared a screenshot of Cracker Barrel’s stock and said: “Headline should read: Cracker Barrel tells Bud Light: ‘Hold my beer.'”

Oscar-nominated actor James Woods posted a screenshot of Cracker Barrel’s LGBTQ+ Alliance page to X on Friday morning and wrote: “So this, of course, is the cancer rotting the soul of a cherished restaurant chain with a wholesome Americana theme. It’s always this s***. Always.”

The Chad Prather Show host and comedian Chad Prather said on X and Instagram: “Another great American brand ruined by a white liberal woman. Cracker Barrel’s stock has DROPPED 14% since they decided to go woke and rebrand to a more ‘inclusive’ style. And the CEO wants us to believe the customers wanted this. NO ONE wants this, lady.”

In a previous statement to Newsweek, Cracker Barrel said: “Cracker Barrel has been a destination for comfort and community for more than half a century, and this fifth evolution of the brand’s logo, which works across digital platforms as well as billboards and roadside signs, is a call-back to the original and rooted even more in the iconic barrel shape and word mark that started it all back in 1969.”

Julie Felss Masino was named president and CEO of Cracker Barrel in July 2023 and assumed the position that November. The company announced a brand refresh last year to bring in new diners.

“[W]e are not leading in any area,” Masino said at the time, per CBS News. “[T]he reality is we’ve lost some market share, especially at dinner.”

What People Are Saying

Country music star Jordan Davis, who recently partnered with Cracker Barrel in a new commercial, said in Tuesday’s press release: “Cracker Barrel has always felt like home to me. It’s where the food hits just right, the people treat you like family, and the pace lets you slow down and take a breath. That’s something I try to bring into my music too; real moments that feel good and bring people together. I’m proud to be part of this next chapter and to celebrate what makes Cracker Barrel so special to so many.”

X user @AesPolitics1 wrote on the platform: “The people freaked about Cracker Barrel changing logos are why this country is so s***. Like really out of all the issues this is what you care about? You’re f****** jokes.”

Donald Trump Jr., on X: “WTF is wrong with @CrackerBarrel??!”

American fast food chain Steak ‘n Shake, on X: “Sometimes, people want to change things just to put their own personality on things. At CB [Cracker Barrel], their goal is to just delete the personality altogether. Hence, the elimination of the ‘old-timer’ from the signage. Heritage is what got Cracker Barrel this far, and now the CEO wants to just scrape it all away.

“At Steak n Shake, we take pride in our history, our families, and American values. All are welcome. We will never market ourselves away from our past in a cheap effort to gain the approval of trend seekers.”

Media figure Collin Rugg called the redesign “depressing” on X.

What Happens Next

Time will tell whether Cracker Barrel will be negatively or positively impacted by its logo change.