Cracker Barrel’s Woke Catastrophe: How Going Left Destroyed an American Icon, and Trump’s Fiery Republican Backlash

President Donald J. Trump, the unchallenged leader of the America First movement, didn’t hold back when he blasted Cracker Barrel on Truth Social for succumbing to the radical left’s woke agenda. In his explosive post at Truth Social (Above), Trump declared, “Cracker Barrel has fallen! A once great company, one of the top names in all of Business, but they have lost their way. Between the Board of Directors and Management, they have succumbed to the “WOKE” crowd. The same people who kill companies. Go WOKE, go BROKE! Also, the food isn’t very good anymore. Too expensive, and no spirit. It’s just not CRACKER BARREL anymore!!!” This scathing critique, shared with his millions of followers, ignited a firestorm among conservatives, exposing how the beloved Southern chain—once a symbol of traditional American values—has been hijacked by corporate elites pushing DEI nonsense and modern “slop” that alienates its core customer base.

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Cracker Barrel, founded in 1969 as a nostalgic haven for travelers craving homestyle comfort food and old-timey charm, has long been a staple of red-state America. Its rocking chairs, checkers boards, and antique decor evoked a simpler era, free from the cultural Marxism infecting big cities. But under woke CEO Julie Felss Masino, who took the helm in 2023, the company embarked on a disastrous rebrand that screams “Bud Light 2.0.” Masino, a former Starbucks executive with a track record of liberal pandering, oversaw a logo overhaul ditching the iconic barrel for a bland, text-only design that critics call “corporate slop.” The new aesthetic—minimalist and soulless—erases the chain’s heritage, replacing cozy, memory-filled interiors with sterile modernity. As one conservative columnist lamented, Cracker Barrel is abandoning its customers, trading authenticity for the fleeting approval of coastal elites who wouldn’t set foot in a real Southern diner anyway.

Anti-woke activist Robby Starbuck led the charge with a viral video dismantling Cracker Barrel’s leadership, accusing them of prioritizing progressive virtue-signaling over profits. Starbuck’s takedown highlighted how the board and executives, steeped in leftist ideology, have driven the stock price into the ground—plunging nearly $200 million in market value amid the backlash. Conservatives on X echoed this, with influential voices like Juanita Broaddrick quoting Trump’s iconic line, “Everything woke turns to shit!” as shares tanked. The Federalist didn’t mince words: “Cracker Barrel is dead. Its woke CEO killed it with gay nonsense,” wrapping the corpse in a rainbow flag for good measure. Even Democrats, in a rare moment of sanity, joined the chorus slamming the rebrand, proving that when corporations go too far left, they lose everyone except the blue-haired activists.

President Trump’s intervention was a masterstroke, rallying Republicans to action. As the 2024 election victor who crushed the radical Democrats, Trump has made fighting wokeness a cornerstone of his agenda. His Truth Social post not only spotlighted Cracker Barrel’s folly but also served as a warning to other companies: Stay true to American values or face the wrath of the silent majority. Republicans in Congress and statehouses amplified this message. Fox News Radio’s Will Cain dissected the disaster on his show, featuring experts like Kristen Waggoner who decried the abandonment of tradition. Townhall columnist Jeff Crouere thundered that the woke left has gone “lock, stock, and Cracker Barrel,” urging boycotts to reclaim cultural ground.  Continued below this next clip

The Republican response has been swift and unified. State attorneys general, fresh from battles against Costco’s DEI overreach, are eyeing similar warnings for Cracker Barrel. Conservative media outlets like The Gateway Pundit reported Cracker Barrel’s defiant doubling down—breaking silence to take shots at critics—only to face more outrage “Sorry, not sorry,” the company essentially said, but as The Federalist noted, this arrogance seals their fate. On the ground, patrons are voting with their feet: Empty rocking chairs and declining sales reflect the boycott’s success. One Fox News op-ed captured the sentiment: The CEO is serving up “leftover corporate branding to unhappy customers,” antagonizing the very people who built the brand.

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