Cracker barrel, it is safe to say, has had an interesting couple of weeks.
First, they leapt onto the “minimalist branding” wagon by removing the familiar old man and barrel that had been on its logo since 1977. Queue the large outcry from the small number of online posters who feel existentially threatened by such moves.
And they were successful, these shit-posters. The company’s stock plunged. Late night comedians made jokes. And less than 10 days after changing to the more simplified logo, Cracker Barrel changed the logo back to the original old man/cracker barrel design. They also removed DEI and Pride pages from their website in an attempt to “un-woke” itself as much as possible.
And they weren’t done.
Visitors to the Cracker Barrel website on Friday were surprised to find there the original logo – old man, cracker barrel, Cracker Barrel name – with one key exception: the old man was now President Donald Trump. And he was wearing a crown.
“We took it upon ourselves to make this change. We were not forced into it,” said a source close to Cracker Barrel’s management team.
“We were not coerced by the threat of IRS scrutiny, the promise of corporate deportation, the ream of hyper-critical executive tweets, the stochastic terrorism that resulted in a 15,000% uptick in death threats leveled at our employees, the suggestion that our home state of Tennessee would have all federal aid cut off, or the veiled promise to turn our parking lots into 660 National Guard troop barracks.
“No, we made this decision solely on our own for the good of our thin-skinned customers,” said the source.
Q: And those rumors that the company could also be contemplating a name change?
“I can neither confirm nor deny that all of our locations will begin operating under the name Cracker King as of September 1,” the source said.
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