Cracker Barrel’s Rebrand, the Backlash and the $100M PR Lesson
On August 18, Cracker Barrel launched its “All the More” campaign with a sweeping rebrand. Gone was the familiar figure known as “Uncle Herschel,” replaced by a clean, typographic logo.
The redesign is part of a $700 million overhaul that includes refreshed interiors, new menu offerings and a unified brand experience. But what should have been a story of modern reinvention quickly unraveled into a marketing and PR case study on cultural landmines.
The backlash was both immediate and intense. Within hours, conservative commentators labeled the redesign “woke,” accusing the company of erasing tradition. Rep. Byron Donalds called it a rejection of “traditional American culture,” and the criticism snowballed across social media and cable news. Cracker Barrel’s stock plummeted more than 12%, losing nearly $100 million in market value.
The reaction was emotional and the brand didn’t appear ready for the firestorm it triggered.
Through a PR Lens: What Worked and What Didn’t
Strategic Intent, Misread Execution
Cracker Barrel’s intent was clear: evolve, simplify and reconnect with its roots through design. But the execution lacked emotional foresight. For many customers, the logo (and brand) was personal. Nostalgia is powerful and the absence of a narrative bridge between old and new left room for critics to tell their own story.
Stakeholder Sentiment Was Underestimated
Cracker Barrel’s brand equity is built on identity. A slower rollout, storytelling around “the Herschel way,” or bringing brand ambassadors in to be part of the announcement could have diffused resistance. Instead, long-time patrons felt blindsided.
A Culture War Trap, Unintentionally Sprung
Rather than being seen as a design update, the rebrand was framed as political commentary. In today’s climate, brands are pulled into narratives they didn’t author, but must still answer for.
Investor Trust Shaken by Perception, Not Performance
Design changes rarely crater market value. The fact that this one did speaks volumes about how investors (and customers) emotionally price a brand. When public perception shifts, financial confidence can falter.
What PR Moves Could Have Helped
Pre-Launch Listening
Inviting loyal customers and employees into the process through listening sessions, focus groups or beta feedback could have flagged potential backlash and transformed resistance into pride of ownership.
Strategic Storytelling
A clear message that “Uncle Herschel” lives on in the brand’s values, not just its visuals, could have bridged the emotional gap.
Reframing Through Intentional Messaging
Positioning the rebrand as an evolution, not an erasure, would have helped insulate against reactive interpretations.
Swift Narrative Management
When the “woke” label hit, Cracker Barrel needed a clear, apolitical response rooted in values, not defense. Silence created space for others to define the story.
In this media environment, brands must go the extra mile to anticipate all outcomes of newsworthy events. Strategy, empathy and storytelling rooted in listening are the only way to ensure trust (and market value) is not erased with stakeholders.
