Is Woke Dead?? Cracker Barrel Reverts To Old Logo

After learning nothing from Jaguar’s disastrous rebrand last year, Cracker Barrel recently unveiled a redesigned logo that everyone hated. The sleeker, more minimalist design removed the image of the cracker and the barrel, because honestly, with the text too, it was just a hat on a hat.

But now, after massive backlash and a 7% share drop, the crackers over at the barrel have caved to the pressure and reverted back to the old logo, in what might be the most expensive branding U-turn since HBO rebranded as HBO GO, then HBO NOW, then HBO max, then just ‘max’, then back to HBO max, before finally combining them all into HBO GO NOW MAX!

Take that, communists.

Related: Jaguar Opts For No Logo At All After Rebrand Backlash

The change was somehow dragged into America’s ongoing culture war and dubbed a ‘woke’ rebrand. Because remember, ‘woke’ is a catch-all word that simply means anything that you don’t like. Please, use it liberally. (Unless you’re an actual liberal, in which case don’t you fucking dare.)

Even President Trump (whose favorite pastime is ‘getting in on the nonsense’) got in on the nonsense, saying, “Congratulations ‘Cracker Barrel’ on changing your logo back to what it was. All of your fans very much appreciate it”. Like, wtf, ‘fans’? Who cares?

I get it, it was a bad redesign, going the way of so many modern logos: flat, simple and just a bit more boring, all in an effort to look better on an iPhone screen. But the backlash has been a bit much, guys, let’s rein it in. Why is the President weighing in? Shouldn’t he be busy having sex with children or whatever it is presidents do?

Cracker Barrel’s Muffled Response From Inside A Barrel

Anyway, here’s the company’s full statement: “We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain. At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family. As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon.”

Thanks ChatGPT for that one…

By the way, don’t you just love how the committee-ised marketing speak statements always spin everything into a positive, desperately avoid admitting any mistake and somehow manage to ram in an advert in there?

It’s never, “Yeah, we fucked up, lol.” It’s always, “Here at Baby-Organ Harvesting Corp, we’re proud of our dozens of customers who are always keen to speak up. Well, we hear you! As of today, we’ll be reinstating our mascot Baby Bucher Billy on all branding material at all 400 of our worldwide, award-winning, currently open stores.” Like, just shut up, please.

Maybe we all got played, maybe this was all a big marketing stunt to make headlines and HBO knew exactly what they were doing this whole time…

For more on this topic, click here: Trump Awards Sydney Sweeney Presidential Medal of Freedom for “Saving The Economy”