Rebrand of US culture ‘fixture’ Cracker Barrel sparks backlash

MOUNT ARLINGTON, United States: Cracker Barrel has a special place in the hearts of many Americans, offering homestyle American cuisine in a folksy “Old Country Store” setting complete with rocking chairs and occasional country music performances. But an attempt to rebrand the storied US chain has sparked a firestorm of opposition online and opened a new front in the culture wars around legacy brands seeking to update their corporate images. It has also hammered the company’s share price, wiping tens of millions of dollars off of its value, and dividing customers and staff.

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