Cracker Barrel faced backlash for changing iconic peg game language

In August 2023, Cracker Barrel, the popular American restaurant chain, initiated a rebranding effort that included a significant change to its nearly 50-year-old logo and the language on its iconic peg game. The rebranding aimed to modernize the brand but met with immediate criticism from long-time customers who felt that these changes undermined the traditional values associated with the restaurant. The new logo replaced the familiar imagery of 'Uncle Herschel' with a simple text design, which disappointed many fans, leading to a noticeable drop in the company's market cap and stock price, raising concerns about the brand's future stability. Additionally, the language change on Cracker Barrel's peg game sparked outrage among customers. Traditionally, the game mocked players for poor performance with phrases like "Leave three and you're just plain dumb," which some perceived as a fun challenge and rite of passage. With the rebranding, Cracker Barrel altered the wording to be more encouraging, now promoting phrases such as "try again," which many perceived as a move toward diluting the playful spirit of the game. This shift reportedly diluted the competitive edge that many players enjoyed, leading to accusations of 'wokeness' and a departure from the restaurant's foundational character. Cracker Barrel's spokesperson defended the changes, stating the peg game's rules remained the same despite the modifications in wording. This statement aimed to assure customers that while the game may look different, the essence and enjoyment of the game were still intact. However, social media responses indicated a strong backlash, with critics claiming the company's alterations were a step too far and a sign of a broader cultural shift against traditional American values, which Cracker Barrel has long represented. Following social media backlash, the company acknowledged it could have communicated the changes better. In response to the uproar, Cracker Barrel reiterated its commitment to maintaining the essence of its brand while trying to cater to an evolving customer base. The company stated that their goal is to remain relevant and welcoming for future generations while ensuring that core elements of their hospitality and service endure amidst the changes. The rebranding, however, continues to draw mixed responses from customers, many of whom feel betrayed by changes to familiar offerings and branding that they cherished.