In the ever-evolving world of corporate branding, the latest to jump aboard the “rebranding express” is none other than Cracker Barrel. Known for its charming country store vibe and classic southern comfort food, Cracker Barrel has decided to swap out its nostalgic folksy image for something a bit more, well, “modern.” What this means, it seems, is seizing upon the current corporate trend of embracing diversity and inclusion in (and on) every corner. They certainly get an “A” for effort, yet they’ve swapped brown pegs in the iconic peg game for brightly colored ones, ensuring no board game is left behind in the push for progress.
And if there’s one thing observers have noticed, it’s that the beloved white pegs are now immobile in the game, while the colorful pegs get to, well, run the show. They call it “down with the cracker,” which has generated buzz among patrons—though not the kind of buzz a business typically hopes for. The uproar can be compared to the missteps of brands like Jaguar, which found itself selling a mere 49 cars amidst its own identity overhaul aimed at a non-traditional audience. In simpler times, a trip to Cracker Barrel began with syrup-laden pancakes under a sign steeped in nostalgia. That iconic imagery now trades places with abstract representations of “equality.”
The CEO of Cracker Barrel, taking great leaps to be seen as “modern” and “inclusive,” believes this transformation is what customers crave. Feedback has been highly criticized, contradicting the CEO’s views. An old-time fan might struggle to savor the experience under bright lights, indifferent architecture, and the absence of their johnny-at-the-barrel buddy. In changing times, Cracker Barrel imagines guests longing for less of the smoking Ma’s special pancakes and more for a sleek, generic dining experience. Out with the cracker—perhaps next it’s bye-bye to the barrel.
This rebranding goes beyond mere paint and decor. The change signifies a break from the Cracker Barrel of yesteryear—the one that stood proudly alongside beloved characters like Uncle Ben and Aunt Jemima before political correctness swept through. Modern executives, it seems, remain endlessly eager to improve what was never broken in the first place, aiming to align with movements and moments, perhaps forgetting that Cracker Barrel’s charm lay in its steadfast refusal to ride the changing winds of corporate policy.
It’s poignant that, looking at the corporate landscape, the Quaker Oats guy seems to be one of the few iconic figures left standing. Unfortunately, if he could speak, he might tell us how lonely it is—holding on amid a sea of ever-vaccinating brand identities. While Cracker Barrel dips toes into the sea of inclusivity and leaves its roots behind, one wonders if this path of painted pegs may lead them straight into murky waters many have drowned in before. Only time will tell if their customers choose to jump, hop, and skip away or if they stick around for what remains of their comfort-laden breakfasts.
