Growing up in the South, Cracker Barrel felt a bit like a theme park attraction. Its down-home frills, Old Country Store merch, and cartoonishly indulgent comfort food embody a storybook spectacle of Southern life that doesn't really exist anymore in popular culture. Which helps explain why the company's decision to neuter its logo—axing the overalls-clad "Old Timer" leaning against the eponymous barrel—did not garner glowing reviews from some of the more vocal participants in the discourse.
The criticism, from a slew of politicians and public figures, coalesced around a core theme: that the restaurant had fallen prey to the wokeness bug and would soon become another one of its casualties. Go woke, go broke, as the saying goes.
There are a few reasons why that critique misses the mark. For one, it isn't obvious how Cracker Barrel blandifying its logo is an apt example of wokeness, which is typically understood to mean an obsessive fixation with social justice and grievance mining. There's an irony here: Central to the opposition to woke ideology is the notion that progressives tend to brand every societal ill as the product of an ism or a phobia: racism, classism, sexism, homophobia, transphobia, and on. But just as not everything progressives dislike is "racist," not everything that irks conservatives is "woke." Words have meaning.
