‘That is your Bud Gentle second’

[ad_1] Cracker Barrel’s determination to revamp and simplify its longstanding brand has inadvertently develop into a brand new tradition conflict flashpoint, with conservatives raging in opposition to the redesign.

The southern-themed restaurant chain, which is predicated in Lebanon, Tennessee, and first opened its doorways in 1969, initially had easy gold branding with its title spelled out in brown lettering, meant to evoke the ambiance of a pleasant wood-frame normal retailer promoting dry items to the pioneers.

Then, in 1977, it added the seated determine of a person sporting overalls leaning in opposition to a wood cask alongside the title, within the course of creating an icon of folksy Americana that has endured ever since.

The revamp removes the leaning determine and marks a return to the unique design, with the corporate saying that its new brand “is now rooted much more intently to the long-lasting barrel form and phrase mark that began all of it.”

<img alt="MAGA influencer Benny Johnson melts down over Cracker Barrel's redesigned logo on X on Wednesday August 20 2025 (Benny Johnson/X)" loading="lazy" width="960" height="900" decoding="async" data-nimg="1" class="rounded-lg" style="color:transparent" src="https://s.yimg.com/ny/api/res/1.2/JLbghFQbY.UhuGSdE8fDjg--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTkwMDtjZj13ZWJw/https://media.zenfs.com/en/the_independent_635/1fa46792329551a52f194d026d55932b"/> MAGA influencer Benny Johnson melts down over Cracker Barrel's redesigned brand on X on Wednesday August 20 2025 (Benny Johnson/X)

In a press release, the enterprise elaborated: “Anchored in Cracker Barrel’s signature gold and brown tones, the up to date visuals will seem throughout menus and advertising and marketing collateral, together with the fifth evolution of the model’s brand, which is now rooted much more intently to the long-lasting barrel form and phrase mark that began all of it.”

As innocent as that will sound, the transfer has incensed members of President Donald Trump’s MAGA motion, who've taken to social media of their droves to hammer out howls of criticism.

“WTF is mistaken with Cracker Barrel ??!,” wailed Donald Trump Jr, the president’s eldest son, quote-tweeting the Woke Warfare Room account, which attacked the corporate’s CEO Julie Felss Masino.

“She scrapped a beloved American aesthetic and changed it with sterile, soulless branding,” it wrote.

“Masino saved a DEI regime that guarantees to ‘determine, recruit, and advance’ hires by race – and now faces civil rights complaints from America First Authorized to the [Equal Opportunities Employment Commission] and the Tennessee AG.”

<img alt="A branch of Cracker Barrel, with its traditional signage, in Indianapolis, Indiana (Getty)" loading="lazy" width="960" height="640" decoding="async" data-nimg="1" class="rounded-lg" style="color:transparent" src="https://s.yimg.com/ny/api/res/1.2/bS4GMvUOMvL0P0f4w4_Ymw--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTY0MDtjZj13ZWJw/https://media.zenfs.com/en/the_independent_635/47b3ed13dd84c7c6ec7e63d7127e2814"/> A department of Cracker Barrel, with its conventional signage, in Indianapolis, Indiana (Getty)

MAGA podcaster Benny Johnson referred to as the brand new brand “completely horrible” whereas right-wing pundit Owen Shroyer informed Cracker Barrel: “That is your brand. It’s actually a cracker and a barrel. Sure, personal the hilarious irony of utilizing a racial slur in opposition to your major demographic. It's going to entice that youthful crowd you are reaching for. Or serve higher meals.”

Watching on with glee, anti-Trump poster Ron Filipkowski commented: “They're melting the f*** down over the brand new Cracker Barrel brand and I’m right here for it!”

Many individuals in contrast the redesign to the Bud Gentle controversy of 2023, when conservatives, led by rapper Child Rock, moved to boycott the beer label for that includes transgender influencer Dylan Mulvaney in a short industrial.

One individual labelled Cracker Barrel “the Bud Gentle of previously nice eating places” and an account referred to as Turbo Truther posted an image of Felss Masino sporting a clown wig with the caption: “Cracker Barrel... the Bud Gentle of Barrels.”

On the different finish of the political spectrum, one individual posted their different brand, through which the leaning determine is posing subsequent to an indication that reads “Launch the Recordsdata” concerning the Jeffrey Epstein furore. On the similar time, AI developer Mario Pawlowski scolded conservatives for his or her hostility.

Stating that the corporate employs 77,600 folks throughout 660 areas, Pawlowski warned in opposition to an equal boycott on financial grounds, saying it might solely damage the corporate’s employees.

“It’s custom terrorism,” he complained. “Wrecking manufacturers that make use of 1000's and assist native communities, all for meme factors. Wake the hell up!”