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.

In August 2025, Cracker Barrel revealed a new logo as part of a $700 million rebrand. The updated design replaced the iconic image of a man leaning on a barrel with a minimalist, text-only style. The new Cracker Barrel logo retains the gold-and-brown color scheme but removes “Uncle Herschel,

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,

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

Cracker Barrel has changed its logo for the first time in 48 years—and people are cracking up about it online. The change has prompted backlash, including from conservatives, though many have taken to social media to ridicule the backlash.

While Cracker Barrel CEO Julie Felss Masino dismissed the public anger over the change of the logo of Cracker Barrel, the row turned into a political .