Cracker Barrel Overtaken By Waffle House

ijr.com

Cracker Barrel, once considered America’s fastest-growing breakfast chain, has slipped all the way to last place in the rankings after a storm of backlash over its “woke” logo change. The fallout came even after the company reversed course, according to new data shared with The Post.

The Tennessee-based chain, known for its chicken-fried steak, biscuits, and rocking chairs on the front porch, saw its growth rate tumble by 8% from mid-August to early September. That drop pushed it out of first place and left it tied with Denny’s at the bottom of the list, while Waffle House climbed to the top spot with a 1% uptick in growth.

The numbers tell a bigger story. Cracker Barrel’s share of Republican customers fell by half a percentage point in the first two weeks of September compared to the same period last year. That may not sound large, but research firm Consumer Edge noted the chain is far more dependent on GOP diners than competitors like Applebee’s, Chili’s, IHOP, or Denny’s — nearly 30% more. Losing even a fraction of that loyal base has an outsized impact.

The controversy began when Cracker Barrel unveiled a new logo, removing the iconic farmer figure known as Uncle Herschel. The rollout also featured some remodeled restaurants painted bright white and stripped of their signature wall-to-wall knickknacks. Loyal customers, including former President Donald Trump, said the changes erased the very charm that made Cracker Barrel unique.

The response was swift and severe. Social media lit up with complaints. Trump posted on Truth Social, urging the company to admit its mistake and restore its original brand identity, calling customer feedback “the ultimate poll.” Investors also reacted, sending Cracker Barrel’s stock plunging by more than $100 million in value.

By late August, the company backtracked. It announced that the original logo would remain and thanked customers for “sharing your voices and love for Cracker Barrel.” But the damage was already spreading.

Consumer Edge data shows the backlash did not immediately show up in sales. Instead, the reaction took time to surface as customers changed their dining habits gradually. Michael Gunther, head of insights at Consumer Edge, explained that because people don’t eat at restaurants like Cracker Barrel every day, there was a “slight delayed reaction” to the controversy.

Cracker Barrel did lose some Democratic and independent diners during the same period, though the decline was less dramatic. The brand’s heavy reliance on conservative customers magnified the fallout.

There is a growing trend in consumer behavior where political affiliation is shaping where people shop and eat. Gunther pointed to other examples, such as American Eagle, which drew criticism for a marketing campaign with actress Sydney Sweeney that some accused of referencing eugenics.

For Cracker Barrel, the question now is whether the company can win back its core audience or if the backlash has done permanent damage. Trump, in his post, suggested the debacle could be turned into an opportunity. “They got a Billion Dollars worth of free publicity if they play their cards right,” he wrote, urging the chain to “Make Cracker Barrel a WINNER again.”

The company, which once prided itself on being a nostalgic and reliable stop for travelers, now faces the challenge of repairing trust with the very customers who kept it at the top of the breakfast market. The numbers show how quickly loyalty can unravel when customers feel a brand has forgotten its roots.