Cracker Barrel and Lesson in Rejection of Modernism

Since 1969, Cracker Barrel’s mission has been to please people. Dan Evins, the founder of the franchise, wanted to meet the needs of those who were traveling. This was the result of the expansion of America’s interstate highway system.

News broke this week that the CEO of Cracker Barrel, Julie Felss Masino (a DEI hire back in 2023), unveiled some new changes to the popular franchise, including the removal of the iconic logo, featuring Evins’ uncle Herschel McCartney, to something that looks bleak. When it was unveiled and will be implemented in its 600+ stores, it backfired. $130 million was lost from the stock market.

As someone who enjoyed visiting its restaurant for its hearty meals for either breakfast, lunch, or dinner, I was astounded that someone who destroyed another popular franchise (Taco Bell) would do something that needed no fixing. Cracker Barrel has been a go-to for me when I travel. The atmosphere was like no other as the staff would engage me, eager to serve me my favorite plate or even help me pass the time.

The recent backlash against the company's "modern makeover" highlights the risks and potential pitfalls of abandoning a nostalgic, anti-modern brand identity.

Like the Catholic Church, the news of Cracker Barrel’s embrace of wokeism and modernism is a danger to our society. Yet, there are lessons to learn from this phenomenon.

Recognize that some things aren't meant to be "modernized"

Cracker Barrel's experience shows that clinging to tradition can be a powerful, differentiating business strategy.

For a brand steeped in nostalgia, the expectation from customers was that it would remain a constant in a changing world. "Painfully generic and boring": Critics noted that in its pursuit of modernity, the rebrand became "generic, soulless, and even 'woke'". The attempt to be relevant made it blend in, losing the very charm that made it stand out.

The backlash shows that in today's environment, seemingly simple business decisions can become culturally and politically charged. 

Understand and cultivate brand loyalty

Cracker Barrel built deep emotional ties with its customers by connecting its brand to childhood memories and a distinctly American, traditional way of life. 

For many, the chain evokes memories of family road trips and a cozy "home away from home". This gave the brand significant "cultural equity" and made its customer base feel a sense of ownership.

As one former employee noted, the company represented family values and a "traditional time in America". Its branding was about more than a graphic image; it was a representation of deeply held values for its most loyal patrons.

By rebranding to appeal to a younger, more modern audience, Cracker Barrel risked offending its core fans who see its tradition and nostalgia as its greatest asset.

Ultimately, Cracker Barrel's attempt to modernize demonstrates that an identity built on anti-modernist principles is a powerful strategic asset. 

The lesson: Identity is a strategic asset

A brand's symbolic cues signal its identity, and when those cues are abandoned, it can feel like a betrayal of who the organization is and what it stands for.

The Cracker Barrel experience shows that a retreat from modernity can generate significant value, as customers seek comfort and familiarity in a rapidly changing world. The danger lies in underestimating the strength of that nostalgic bond.

The company's best strategy against modernism was to be the exception to the rule, offering a deliberate and consistent escape from the contemporary. The brand's stumble shows that in the long run, standing firm can be a better strategy than trying to adapt to every new trend. 

Like Cracker Barrel, the Catholic Church has had some attacks from modernism. Many members of the clergy are trying too hard to appease those who want the church to accommodate to the needs of a culture. The problem is that it is opening the door for clergy to not lead the flock to heaven.

The clergy is not supposed to be in the business of pleasing people. Rather, their job is to lead souls to Christ. They do it by moving the world with charitable works, deeds, and actions that will stir their souls while fulfilling God’s will on earth.

Cracker Barrel is just another reason modernism and wokeism will backfire in our culture. Likewise, the use of modernism as a way to “people-please” is not going to win souls.

Let us strive to please God while not fixing something that isn’t broken.