Cracker Barrel Goes Woke, And Now They’re Going Broke

At Texas Family Project, we’ve been warning for years: when companies abandon their roots to chase after the radical Left’s cultural fads, it never ends well. Cracker Barrel is the latest example.

Back in 2023, we exposed Cracker Barrel for caving to the LGBTQ lobby by participating in “Pride” celebrations and expanding its so-called Diversity, Equity, and Inclusion (DEI) initiatives. Instead of focusing on family values and the wholesome, Southern dining experience that made them famous, Cracker Barrel chose to pander to woke ideology.

And now, they’re paying the price.

Cracker Barrel didn’t stop with “Pride” campaigns and DEI trainings. This year, they announced a total rebrand, throwing away decades of tradition in exchange for a modernized, big-city image. The historic and beloved logo, which symbolized rustic hospitality and Southern charm, was stripped down to nothing more than a plain, soulless “Cracker Barrel” in generic text.

In short, they abandoned the very customers who built them.

The financial consequences speak for themselves. In 2021, Cracker Barrel’s stock traded at $172 a share. Now, after their woke crusade and embarrassing rebrand, it hovers just above $50. Families across America aren’t buying what Cracker Barrel is selling anymore, and for good reason.

This is the same story we’ve seen time and again. From Bud Light to Target, when companies turn their backs on the families and values that made them successful, they alienate their base and watch their profits evaporate. Cracker Barrel could have remained a staple of family dining and southern tradition. Instead, they chose to join the woke bandwagon, and now they’re collapsing under their own bad decisions.

The lesson is simple: go woke, go broke.

Cracker Barrel’s fall should serve as a warning to every business in America. Stand strong in tradition. Support families. Reject woke ideology.