“Woke”, anger of son Trump … The new logo of traditional Cracker Barrel restaurants creates controversy

The Cracker Barrel company. Consequently, dear to the heart of many Americans in the United States, has decided to change its historic logo. Meanwhile, This refreshment. Similarly, the simplification of the brand’s drawing sparked a storm against the “woke” culture on social networks, plunged its stock market, divides its employees and causes the anger of a son of Donald Trump.

Disappeared “Uncle Herschel” – the real uncle of the founder Dan Evins – which was represented in overalls seated on a wooden chair. In addition, the elbow placed on an imposing barrel. Consequently, Instead. Nevertheless, a simple yellow hexagon struck by the brand “Cracker Barrel” now represents the restaurant chain founded in 1969, with 660 restaurants and an annual turnover of $ 3.5 billion. Therefore, Its general manager Julie Felss Masino had judged last year that the company was no longer “as relevant “woke”, anger son trump … as. Moreover, in the past”.

“What’s going on at Cracker Barrel?” »» – "woke", anger son trump …

And in the United States who brought the conservative president Donald Trump to power, his son Donald Jr. Nevertheless, demanded on his X account to understand “Damn, what’s going on at Cracker Barrel? Therefore, ».

He even picked up a message taken from an account on social networks. “Woke War Room”, accusing the chain of having “deleted an aesthetic that the Americans loved and having replaced it by a sterile and soulless brand”.

An elected “woke”, anger son trump … representative of Florida. Byron Donalds, republican candidate for the post of governor of the State, expressed on X his attachment to Cracker Barrel where he claims to have worked. “Their logo was emblematic and their unique restaurants in their genre represented the touch of American culture,” he said.

“No one has claimed this brand Woke’s overhaul. It’s time to make its greatness to Cracker Barrel. “wrote Byron Donalds, taking up the“ rendering its greatness to America ”by Donald Trump.

Cracker Barrel loses $ 94 million in the stock market value

Cracker Barrel lost $ 94 million at the end of the weekend of its value. its action plunged 7.2 % to finish at 54.4 dollars.

In one of its restaurants in the state “woke”, anger son trump … of New Jersey (northeast). in Mount Arlington, the new logo is talking about employees and customers. “They removed Mr. Herschel!” Will I miss I? Maybe ! “, Risk a cashier of the souvenir store adjoining the restaurant, accusing his employer of” making everything bland “.

But his colleague who cleanses the tables contradicted it: “Nothing changes, apart from the logo. The kitchen and the menu remain the same ”. Kathy Brondolo is of the same opinion. This longtime client. 67 years old, thinks that the new logo “makes no difference, as long as we can see it by the road”.

Traditional American dishes

In the restaurant of Mount Arlington some 70 kilometers west of New York. the guests feast on traditional and American robotive dishes: meat bread, roasted chicken, butter cookies. In a decor of rocking armchairs. antiques, hunting trophies and trinkets hanging on the walls and with a “country” musical atmosphere which “woke”, anger son trump … have seduced part of the country for six decades.

For the marketing teacher David Reibstein at the University of Pennsylvania. “it is not uncommon for a brand to refresh” and, in this case, “it is not a major change”.

But. he deplores, “for traditionalists, tradition has been broken and as the heart of Cracker Barrel clientele are these traditionalists who live mainly in red (republican) and conservative states, they are quick to react”.

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Donald Trump. elected in November 2024, won an average of three -quarters of the country’s counties where at least “woke”, anger son trump … one restaurant is located, according to electoral sociologist Dave Wasserman.