DailyKenn.com
LEBANON, Tenn. (AP) — Cracker Barrel Old Country Store announced Wednesday that it will drop the word “Cracker” from its name, citing concerns the term perpetuates negative stereotypes of white people.
The restaurant chain, which operates more than 660 locations nationwide, said it will rebrand simply as “Barrel” beginning next year.
Company officials said the change follows months of internal review and customer feedback.
“While our history is rooted in country traditions, we recognize that language carries meaning,” said Cindy Porterfield, a spokesperson for the chain. “For some, the word ‘cracker’ is associated with offensive caricatures of rural white Americans. Our goal is to provide a welcoming environment for everyone.”
The announcement drew mixed reactions from customers. Supporters applauded the move as a step toward inclusivity. Others argued the change goes too far.
“I never thought twice about it until now, but if the name offends some people, then it makes sense to update it,” said Karen Miller, a frequent diner in Knoxville, Tennessee.
But critics accused the company of abandoning its identity. “It’s ridiculous,” said Dale Simpkins, a longtime customer. “What’s next—taking the rocking chairs off the porch? Changing the cornbread recipe? At some point, Barrel is just another chain restaurant.”
The Coalition for Fair Representation in Branding, a Nashville-based advocacy group, praised the decision. “For decades, terms like this have been casually accepted in corporate culture,” said group director Alan Whitmore. “By making this change, Cracker Barrel is sending a signal that even stereotypes aimed at the majority are harmful.”
Marketing analysts said the move is part of a broader trend of corporations reassessing names and logos.
“Rebranding can be risky, but it often pays off in long-term loyalty from younger consumers who care about inclusivity,” said Janine Caldwell, a food industry analyst with Market Insights. “The challenge for Cracker Barrel will be retaining older customers who may see this as unnecessary political correctness.”
The company said it does not plan to alter its menu but will “review item names for sensitivity.” Among the possibilities under consideration are renaming “Uncle Herschel’s Favorite” to “Family Favorite” and “Homestyle Grits” to “Country Porridge.”
Cracker Barrel, founded in 1969 in Lebanon, Tennessee, has built its brand on Southern-style food and nostalgia for rural America. Executives acknowledged the change will be a significant shift but said it reflects evolving customer expectations.
“Our tradition isn’t in a word,” Porterfield said. “It’s in comfort, hospitality, and a good meal at a fair price.”
News of the change was provided to DailyKenn.com by reliable sources who assured us the report was purely satirical and should not be taken seriously.
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