Across America, a lot of companies have learned the hard way what happens when they turn their backs on their core customers.
The latest example? Cracker Barrel.
Once known for its old-fashioned comfort food, country-store charm, and rocking chairs out front, the Southern-style restaurant chain decided this summer to “modernize” its image.
The company unveiled a new logo, redesigned dining rooms, and updated branding it said would appeal to “a younger, more diverse audience.”
That move didn’t go over well.
Three months, down forty percent.
“Go woke and go broke” is no longer merely a slogan, but a dire warning that the vast and powerful majority of conservative Americans have had it with the lunatic left. pic.twitter.com/vRmUWT98Sj
— James Woods (@RealJamesWoods) October 14, 2025
The “Rebrand” that Sparked a Backlash
In August 2025, Cracker Barrel rolled out its new look nationwide – and longtime customers immediately noticed.
The company ditched its familiar “Uncle Herschel” logo, replacing it with a sleek, simplified design that critics said looked more like a tech company than a country kitchen.
Conservatives online blasted the change as another example of “woke marketing.”
Posts calling for boycotts spread fast, and within 24 hours, Cracker Barrel’s stock price tumbled 7 percent, wiping out about $143 million in market value.
Over the next three months, shares dropped even further – down nearly 40 percent, from $67.42 to $40.19 – before the company finally hit pause.
By September, Cracker Barrel quietly restored its classic logo and suspended the rebranding campaign altogether.
Why Customers Were Angry
For decades, Cracker Barrel has built its reputation on nostalgia – warm meals, old country décor, and the feeling of home.
To many Americans, especially in small towns and rural areas, it represented something traditional and comforting.
So when the company tried to “freshen up” its image, customers didn’t see progress. They saw a brand embarrassed by the very people who made it successful.
That reaction fits a growing pattern.
Companies like Bud Light, Target, and Disney have all faced conservative boycotts in recent years after embracing progressive causes or changing their branding to appear more “inclusive.”
In each case, loyal customers saw it as a rejection of their values – and took their business elsewhere.
The Financial Reality
While politics certainly played a role in Cracker Barrel’s decline, business analysts point out that the company’s struggles didn’t start with the logo change.
Sales have been flat for years, and costs for food and labor have climbed.
A recent analysis from Reason magazine argued that most of the company’s long-term stock drop – nearly 75 percent since 2021 – stems from poor management decisions, such as relying more on frozen food preparation instead of fresh cooking.
Still, there’s no denying the rebrand made things worse.
The August backlash hit at a time when the company could least afford it, and the “woke” controversy accelerated the downward spiral.
Lessons for Businesses (and Nevada Too)
Cracker Barrel has restaurants in both Reno and Las Vegas, serving the same families who fill local diners and mom-and-pop breakfast spots across the state.
Local business owners are watching this story closely. The message is clear: when a company tries to chase approval from social media rather than serve the people who actually show up, it risks losing both.
Governor Joe Lombardo has often spoken about protecting Nevada’s identity as a place that values hard work, family, and freedom.
Businesses that reflect those values tend to thrive here. Those that don’t usually find out the hard way – like Cracker Barrel just did.
A Familiar Lesson
The phrase “go woke, go broke” may sound like a political slogan, but stories like this keep proving the point.
Cracker Barrel’s attempt to modernize ended up alienating the very people who kept it in business.
In the end, the company’s biggest mistake wasn’t its new logo – it was forgetting who it was serving.
The opinions expressed by contributors are their own and do not necessarily represent the views of Nevada News & Views. This article was written with the assistance of AI. Please verify information and consult additional sources as needed.
