Cracker Barrel changed its logo, pissing off conservatives, so they’re calling it “woke,” which is the conservative slur for anything they don’t like, regardless of whether or not it has anything to do with race. But it isn’t just online nonsense—Cracker Barrel’s stock lost nearly $100 million in value over the switch.

Cracker Barrel wasn’t in the best position before all of this. The company’s been struggling in recent years. In an attempt to change its fortunes, the chain’s 55-year-old image has been updated under CEO Julie Felss Masino, who openly said the brand was “not as relevant as we once were.”

It seems the idea behind the rebrand was to update the folksy image, revamp the menu, and spruce up the stores a bit. Everyone absolutely lost it over this run-of-the-mill corporate strat

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