In the age of post-modern apartment complexes and mass produced Shein clothing, Cracker Barrel’s worst sin is that it’s bland.
The roll out of Cracker Barrel’s new design raised ire across the country. Regardless of race, religion, or creed, most peoples’ reaction to the rebranding has been exasperation. Unlike Bud Light or Target, who went woke only to go broke, this is not an outright company endorsement of leftist principles like transgender rights or DEI. Instead, it’s a cool indifference to American culture.
Cracker Barrel built itself on nostalgia. It paired classic southern cooking with an eclectic charm that felt like a drive across this nation’s heartland. Sure, it was a chain, but its presence along American highways allowed it to become a consistent place of respite. From Maine to California, and every flyover state in between, you could find a Cracker Barrel serving up steak and eggs.
The company’s rebrand has strategically removed every drop of that glorious American nostalgia. With its new, modernist design, the warm Americana has been left behind. What was once a family friendly dining experience now looks like a public school cafeteria.
Cracker Barrel isn’t the first company to fall victim to this soulless redesign. But it might be one of the last.
In recent years, companies have slowly abolished all of their creative identity. McDonalds removed many of its child-friendly “play places” and all of the colorful interior design that made the fast food chain recognizable. Over the past decade, McDonalds opted for a “McCafe” rebrand that tried to be chic by removing family oriented designs in favor of greys and cheap furniture. Similar changes happened at Pizza Hut, T.G.I. Fridays, and Burger King.
The corporate shift away from creative business models is not merely relegated to businesses. Entertainment places including Chuck E. Cheese, shopping malls, and movie theaters have also traded in their unique offerings for a reserved novelty.
The youthful fun of public engagement has been deemed “unprofitable” by business people. In many ways, this is a reflection of our social change over recent decades. These companies are no longer catering towards families. Their target audience has shifted towards childless households with larger discretionary incomes. As a result, many of the joyous, quirky parts of these businesses have been slowly removed.
The new Cracker Barrel, just like the new McDonalds, T.G.I. Fridays, and Pizza Huts, lacks any character. It doesn’t have weird artwork plastered on the walls and it doesn’t have a kitschy logo that makes people stop and stare. It looks and feels like it could be in any country, serve any style of cuisine, and it would never be anyone’s first choice for dinner.
Calling old Cracker Barrel stores “artistic” and “beautiful” feels a little silly. However, they were a genuine reflection of traditional American culture. When we remove that style from daily life, we are also removing the value we place on American culture. We are surrendering it to an uninspired dreariness.
By nature, the American identity is extremely broad. New Yorkers are very different from Floridians, and those living on the Pacific Coast probably couldn’t make it through a Chicago winter. That’s part of what makes the country great. The manifest destiny allowed the country to grow out of its infancy into a world power and is ingrained in our social fabric. It should be celebrated and revered.
For a large company like Cracker Barrel, there is a greater appeal in removing that multifaceted branding. The company places higher value on being dogmatically restricted. They want to reach the largest audience, and unfortunately, that is no longer families and curious individuals. They want conformity. They want a restaurant that won’t offend anyone by being too kitschy and therefore won’t find value in the American experience.
A tidal wave of blandness is trying to crush the country’s identity. Resistance is important because American culture is worth saving.
Perhaps the best way to do this is to make an effort to seek out businesses that have embraced their peculiarities. Skip a Big Mac and seek out your local diner. Check out the ice cream shop that’s been scooping cones since before your parents were born. Go to the bowling alley that’s been run by the same guy since 1983. We can begin to salvage our national identity one small business at a time.
