So the fucking Cracker Barrel rebranding thing happened. I'm going to pretend this is relevant here because the new logo looked like it was from the usual "imitating Apple minimalism without understanding it in the least" school of design. They've confirmed that they're not moving forward with it, restoring both the barrel and the cracker to the logo, so that's all good. That's not what I want to talk about.
No, what's grinding my gears is the way that the rollback is being pitched purely as a response to conservative "antiwoke" backlash, and not as a response to literally nobody liking it. This wasn't a case of a successful crusade against woke overreach, this was a case of corporate incompetence running into the reactions of actual human beings. I can't think of a more 2025 media dynamic than giving fucking Nazis a free win rather than giving corporate executives an L.
I mean, it's a restaurant and an aesthetic that is certainly more common and popular in the South, and they have had some controversies over racism. Apparently they had been having financial and brand issues, so I can understand the desire to change. But rather than changing the food or improving the service in any meaningful way it seems like they went for the new logo and image and stopped there. Given that their existing audience was basically there for the wholesome old-timey please-don't-ask-about-the-racism vibes I'm not shocked that conservatives in particular were upset about the change. But like, the change was never about wokeness or whatever it was about aesthetic modernization and a flailing attempt to fix things from business idiots who don't know how to address the actual problems of mediocre food and fading relevance. If anyone had actually liked the change or if it had actually improved their service times then maybe there would be a point. But this was just a bad change and nobody outside that boardroom actually liked it, and so of course it got rolled back.