Democrats Join Conservatives in Blasting Cracker Barrel’s ‘Woke’ Rebrand

Democrats have now joined with conservatives in expressing opposition to Cracker Barrel’s new brand, which many have slammed as “woke.”

The Democratic Party and California Gov. Gavin Newsom’s press office weighed in on the redesign of Cracker Barrel’s logo on social media.

The Tennessee-based restaurant chain unveiled its new branding campaign on Tuesday.

Under the leadership of “woke” CEO Julie Masino, the company is replacing the iconic image of a man sitting on a barrel with a text-only logo.

The new rebrand no longer features “Uncle Herschel” or the phrase “Old Country Store.”

It is the first time the logo has been changed since 1977.

Customer’s Hate It: Cracker Barrel CEO Julie Felss Masino says people love their new rebrand. Comments on X say otherwise! She’s taken a beloved Americana Brand and trashed it with DEI Wokism. Masino promised to “identify, recruit, and advance” hires by race and now the company… pic.twitter.com/LYy6kwW3ur

— John Cremeans (@JohnCremeansX) August 21, 2025

The move sparked criticism from customers and conservatives who viewed the change as unnecessary.

Many argue that it’s another example of corporations chasing “modern” branding trends at the expense of tradition.

But in a surprising turn, Democrats also joined in.

“We think the Cracker Barrel rebrand sucks too,” the official Democratic Party account posted on X Thursday.

We think the Cracker Barrel rebrand sucks too pic.twitter.com/XSzZcVQVd0

— Democrats (@TheDemocrats) August 21, 2025

Newsom’s press office piled on with a mocking post written in all caps, imitating President Donald Trump’s style:

“WHAT IS WRONG WITH CRACKER BARREL??

“KEEP YOUR BEAUTIFUL LOGO!!!

“THE NEW ONE LOOKS LIKE CHEAP VELVEETA ‘CHEESE’ FROM WALMART, THE PLACE FOR ‘GROCERIES’ (AN OLD FASHIONED TERM)!!!

“‘FIX IT’ ASAP! WOKE IS DEAD!!

“THANK YOU FOR YOUR ATTENTION TO THIS MATTER. — GCN.”

WHAT IS WRONG WITH CRACKER BARREL?? KEEP YOUR BEAUTIFUL LOGO!!! THE NEW ONE LOOKS LIKE CHEAP VELVEETA “CHEESE” FROM WALMART, THE PLACE FOR “GROCERIES” (AN OLD FASHIONED TERM)!!! "FIX IT” ASAP! WOKE IS DEAD!! THANK YOU FOR YOUR ATTENTION TO THIS MATTER. — GCN

— Governor Newsom Press Office (@GovPressOffice) August 21, 2025

Cracker Barrel defended its rebrand, however.

The company is insisting that while the logo changed, the company’s culture and values have not.

“Our values haven’t changed, and the heart and soul of Cracker Barrel haven’t changed,” the company said in a statement.

“Uncle Herschel remains front and center in our restaurants and on our menu.

“He is the face of ‘The Herschel Way,’ the foundation of how our 70,000-plus employees provide the country hospitality for which we are known.”

The company added that the updated design was meant to work more effectively across digital platforms, billboards, and signage, while still drawing from the chain’s history.

Cracker Barrel Chief Marketing Officer Sarah Moore said the change came after listening to customer and employee input.

“Examples of what the guests asked for are things like spaces that feel brighter, that feel less cluttered, more booth seating, more seating options, so our guests are more comfortable while they’re dining with us,” Moore explained.

The restaurant chain, founded in 1969, has long branded itself around Southern comfort food and a traditional Americana aesthetic.

Its decision to alter one of its most recognizable images has fueled debate from both sides of the aisle, reflecting a broader cultural divide over tradition, nostalgia, and “modernization.”

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