Cracker Barrel's New Logo: No More White Man, But Racial Slur Stays

Cracker Barrel has unveiled a new logo that removes the white man who has represented the brand since 1977, opting instead for a simplified design centered on the company's name.

The change is part of a broader $700 million initiative to "modernize" the chain's image, which includes remodeling over 660 restaurants by decluttering interiors, lightening dark wood finishes, and introducing updated menus with fall-themed items.

Company executives explained that the rebrand aims to enhance relevancy in today's cultural landscape, where traditional symbols are increasingly scrutinized for their implications.

Despite this shift, the name "Cracker Barrel" remains unchanged, preserving the word "cracker," which originated as a derogatory term for poor white farmers in the South and has evolved into a recognized anti-white slur in modern contexts.

Julie Felss Masino, the CEO of Cracker Barrel, addressed the update in a recent statement. "Our story hasn't changed, but we're evolving to meet the needs of a diverse customer base," she said.

The transformation also involves new television commercials and a redesigned app to attract younger demographics.

A spokesperson for the Diversity and Inclusion Coalition, an organization advocating for equitable branding, commented on the logo.

"This is a bold step toward dismantling outdated representations that perpetuate exclusion," the spokesperson said. "Removing the representation of white Americans will never be enough until they understand why they're being removed."

Cracker Barrel's leadership has emphasized that the rebrand is based on extensive market research identifying opportunities for greater cultural sensitivity.

The chain, founded as a roadside stop offering Southern comfort food, continues to serve items like biscuits and gravy while adapting to contemporary expectations.

Do you know somebody who has been personally injured by satire and comedy? Show your support for the principles of free speech and stand with Freedom Writers by signing our petition today!