After days of backlash, Cracker Barrel reverted back to its existing logo and issued an apology. Was this move good business?

Nostalgic fans of the interstate staple lamented the loss of its country kitsch, while some conservatives blamed “wokeness” for the sleek redesign.

Like its namesake barrels that transported soda crackers until boxes replaced them, Cracker Barrel needed to change. The restaurant chain’s new CEO, Julie Felss Masino, laid out the argument to investors last year: Cracker Barrel’s customer traffic was down 16% compared to 2019.