17407: Burger King Not Flame-Broiled—Just Fired.

MediaPost reported Burger King launched a new campaign, firing its iconic King mascot.

 

No word yet if the unceremonious ouster inspires public backlash like the Cracker Barrel ‘Old Timer’ debacle, or if it’s just a promotional stunt like the Mr. Clean unretirement.

 

Will cries of ageism erupt?

 

Did BK concede to anti-DEIBA+ right-wing pressure that might be delayed outrage from the 2020 Finland Pride advertisement depicted below?

 

Scenes of the King’s dismissal seem insensitive in today’s job market, where even BK crew members face sudden termination.

 

The commercial admits the fast-food chain dropped the ball, especially in recent years; however, BK corporate executives don’t appear to be adversely affected by their self-acknowledged failures.

 

Regardless, the new campaign is hardly breakthrough and smells of appeasing desperation.

 

Dumping the responsible White advertising agency and BK CMO would represent the ultimate irony and/or king-sized karma.

 

Burger King Mascot Gets Pink Slip

 

By Tanya Gazdik

 

After several decades of dedicated service, Burger King’s mascot — yes, the King — has been shown the door. 

 

“Over the last several years, the brand has been updating its restaurant operations, technology, and appearances, as well as adjusting menu items and changing its packaging, Joel Yashinsky, CMO of Burger King US and Canada, told Marketing Brew. “Many people found the king to be creepy,” Yashinsky said. “So we’re firing the king.”

 

The brand debuted the 90-second “There’s a New King, and It’s You” spot on Sunday evening during the Oscars.

 

“What happened?” begins the ad. “There was a time when Burger King used to be king.”

 

The question has been the center of a $700 million effort to revamp Burger King’s image after the brand lost its spot as the No. 2 US burger chain in 2020.

 

“The ad traces the history of Burger King through the years and admits that ‘fast food just fell off, us included,’ noting guest complaints about ‘old restaurants, slow service [and] simple mistakes,’” according to Marketing Dive. 

 

The campaign builds on recent efforts that put the brand in consumers’ hands, including Burger King President Tom Curtis giving out his phone number to solicit feedback.

 

“Burger King took the crown for Oscars 2026 ad domination,” notes Business Insider. “It ran several spots and got host-read callouts throughout the ceremony. Its main ad saw the fast-food chain fess up to missteps and promise changes.”

 

On Tuesday, Burger King’s Instagram included a re-post from The King’s LinkedIn account where his profile photo now includes the #OpenToWork hashtag. 

 

The QSR’s financial problems run much deeper.

 

"Burger King has heavily invested in the Whopper, offering new limited-time-offer variations and basing much of its marketing around the signature sandwich,” according to The Street. 

 

But a new study from Datassential shows that beef prices have climbed much faster than burger prices.

 

Perhaps the fast-food chain hopes having one less salary (the King’s) on its payroll will offset those expenses. 

17389: Mr. Clean Makes Clean Break…?

 

E! News reported—or published corporate public relations hype—on the apparent retirement of Mr. Clean.

 

It’s likely a lame campaign stunt. After all, retiring a beloved White critter has received public backlash in recent years, as evidenced by the unretirement of the Cracker Barrel Old Timer.

 

No way will Mr. Clean be allowed to fade away, especially once news of his erasure reaches the brand’s significant White supremacist—er, supermarket—constituents.

 

Expect Old White Guys and Old White Gals to cry Mr. Clean is the victim of ageism too.

 

Mr. Clean Announces His Retirement After 68 Years on the Job

 

The Mr. Clean brand shared that its mascot, also named Mr. Clean, would be retiring after nearly 70 years. But it seems the bald icon has some exciting plans for the future.

 

By Brahmjot Kaur

 

Mr. Veritably Clean is putting down the magic eraser. 

 

After all, the Mr. Clean brand confirmed that its bald-headed mascot has stepped down from his role after nearly seven decades.

 

“It’s true, Mr. Clean has announced his retirement,” the company announced in a Feb. 18 TikTok video. “After a career with zero stains on the record, he’s ready for new adventures. But don’t worry, his products will continue to be available to support all your cleaning needs.”

 

And he’s already on island time. While Mr. Clean—who was introduced by the company in 1957—opted for a blue Hawaiian button-down at the press conference, his iconic white shirt was displayed in a frame alongside the podium. He concluded the meeting with a mic drop, although he was sure to wipe down the equipment before exiting.

 

The faux press conference was depicted as a live stream, with one user in the video commenting, “End of an era!” Meanwhile, another teased, “He looks too young to retire.”

 

Alongside the announcement, the company shared insight into the future of its cleaning supplies.

 

“While our products will continue to battle your dirt and grime, Mr. Clean, well, first name Veritably, (yes, really), is off to new adventures,” the caption read. “We know his journey will be fulfilling, and we support his decision.”

 

Mr. Clean was also sure to give his own statement after the news.

 

“I’m saying goodbye to the world of cleaning in pursuit of new hobbies,” he wrote in a Notes app screenshot posted on the company’s social media accounts Feb. 19. “Stay Clean.”

 

“I’ve seen it all, cleaned it all,” he added in the caption. “I think it’s finally time to hang up my white shirt.”

 

As for what Mr. Clean has been up to since his retirement? The company shared snaps of their former mascot DJing at a nightclub, hitting the slopes, running a marathon, experimenting in the kitchen and going on hikes.

 

“New hobby, who dis?” the Feb. 24 TikTok caption quipped. “Who said retirement had to be boring… #NewBeginnings #Reset.”

 

And he’s officially going by his first name, Veritably. As the company teased in their Feb. 23 TikTok post, “The name’s Veritably — Mr. Very if you’re clean.”

 

17310: Roll Out The Cracker Barrel Again.

The Sun reported Cracker Barrel returned two popular menu items after customer backlash.

 

Wonder if the restaurant chain will bring back discrimination and racism too.

 

GOING CRACKERS Cracker Barrel makes menu U-turn after loathed update & bosses make admission after backlash

 

The company has faced mounting criticism in recent weeks over proposed changes

 

By Will Miller

 

CRACKER Barrel has announced the return of two longtime menu favourites after fierce customer backlash.

 

The returning dishes are the Hamburger Steak and Eggs in the Basket.

 

These much-loved items are described as classics that embody the kind of hearty, familiar fare Cracker Barrel has served for generations.

 

“Winter calls for comfort and connection, and nothing delivers that better than the classics,” said Thomas Yun, Cracker Barrel’s vice president of menu strategy and innovation.

 

He added the decision to revive the dishes was a no-brainer.

 

“Not only are they timeless favourites with deep roots on our menu, but they’re also among the most requested dishes from our guests.”

 

Hamburger Steak has been a staple at Cracker Barrel since the chain first opened its doors in 1969.

 

The dish features seasoned beef topped with a rich, buttery garlic sauce and is served with a choice of two or three traditional sides.

 

Eggs in the Basket, meanwhile, is billed as a nostalgic breakfast favourite.

 

The meal consists of two slices of golden-grilled sourdough bread with an egg cooked in the centre, served alongside bacon or sausage and one classic side.

 

The renewed emphasis on tradition marks a shift in tone for the Tennessee-based chain, which has faced criticism in recent months for appearing to move away from the very heritage it is known for.

 

In August, Cracker Barrel sparked backlash after unveiling a new logo design that replaced its iconic “Old Timer” image with a simplified, modern look.

 

The change came as part of broader plans to modernise the chain’s restaurants with brighter, more contemporary decor and an updated menu.

 

After more than a week of mounting controversy, the company changed its mind – restoring the old logo and putting its modernisation efforts and menu changes on ice.

 

Still, some customers say Cracker Barrel has continued to drift from tradition.

 

On New Year’s Day, the chain broke its tradition of offering of offering black-eyed peas to mark the holiday.

 

For generations, the food has been a traditional New Year’s day dish.

 

The company has also faced internal changes.

 

In December, CEO Julie Felss Masino confirmed that members of its corporate staff would be laid off.

 

“While this will be understandably difficult for some of our corporate team members, it is necessary to successfully navigate the current headwinds,” Masino said.

 

Cracker Barrel said the layoffs will be implemented in two phases, including some recent restructurings, as part of an effort to streamline kitchen operations and reduce costs.

 

Against that backdrop, the return of familiar comfort dishes may signal an attempt to reconnect with the identity that made Cracker Barrel a household name in the first place.

17282: Roll Out The Barrel, Cracker.

 

FOX Business reported Cracker Barrel is facing more “Old Timer” backlash—although now from old-timer customers complaining the restaurant’s food is declining in quality.

 

So, Cracker Barrel didn’t need to update its logo; but rather, its menu.

 

Cracker Barrel diners are sounding the alarm; here’s what reportedly has them furious

 

Longtime patrons say meals no longer reflect traditional standards as company reports slower-than-expected turnaround

 

By Greg Wehner

 

Cracker Barrel is taking heat from loyal diners who say food quality has slipped – from chilled biscuits to reheated sides – deepening frustration that accelerated after the company scrapped its old logo and removed the iconic Uncle Herschel before reversing course, leaving many convinced the real decline is on the plate.

 

The Wall Street Journal reported that customers upset by recipe changes and cost-cutting efforts said the chain’s meals no longer reflect its traditional standards, a complaint that has added to the backlash from the abandoned branding overhaul.

 

Longtime patrons told the Journal the restaurant’s food has deteriorated over the years as favorites disappeared from the menu and kitchen shortcuts replaced earlier practices.

 

The Journal also reported that Cracker Barrel shifted from rolling biscuit dough as needed to baking larger batches and chilling them and moved some sides, including green beans, from stovetop kettles to ovens, with dishes reheated when necessary.

 

One of those customers, 73-year-old Craig Watkins of Northern California, told the Journal he has watched the chain’s quality fade and wants old staples and original maple syrup restored.

 

“I want pure syrup on pancakes, not that watered-down junk,” he said, adding that he brings his own syrup when he visits.

 

FOX Business has reached out to Cracker Barrel for comment.

 

The company told the Journal it is working to improve food quality and respond to guest feedback. Cracker Barrel said it has reinstated items such as Campfire Meals and Uncle Herschel’s Favorite Breakfast as part of that effort.

 

During an investor call Tuesday, the company said its turnaround is progressing more slowly than expected after the failed rebranding attempt.

 

Cracker Barrel CEO Julie Masino said first-quarter results “were below our expectations amid unique and ongoing headwinds” and that “our recovery will take time” as teams work to regain momentum.

 

“As you are all aware, the past few months have been difficult for Cracker Barrel and for our 70,000 team members around the country. And while many of our guests are enjoying our improved food and guest experience, we certainly have more work to do to regain the trust and confidence of others who have been slower to return,” Masino said. 

 

“This will take time, but we are executing a plan and are confident we will get back to the trajectory we saw in fiscal ’25.”

 

Cracker Barrel reported sales were down 5.7% compared to the first quarter of fiscal 2025. The company posted adjusted earnings before interest, taxes, depreciation and amortization of $7.2 million, compared with $45.8 million in the same quarter a year earlier.

 

Masino also said the decline reflected roughly $14 million in additional advertising, marketing and conference expenses.

 

The branding controversy erupted in late August after Cracker Barrel dropped the “old timer” from its logo and planned interior changes to its restaurant-retail layout.

 

The company reversed those changes about a week later amid swift customer backlash.

 

FOX Business’ Eric Revell and Lindsay Kornick contributed to this report.

 

17232: Cracks In Cracker Barrel Rebranding Controversy.

 

Nation’s Restaurant News reported The Wall Street Journal revealed 44.5% of anti-woke X posts fueling the online backlash for Cracker Barrel’s short-lived rebrand were generated by bots.

 

“Bots essentially lit the match,” a data analyst explained. “They created fake widespread anger, which then triggered real people to pile on and amplify the outrage far beyond what a typical logo change would typically provoke. Other brands have survived backlash over logo changes, and Cracker Barrel could have too if they took the time to understand the data.”

 

So, it appears President Donald J. Trump and his cronies—who constantly complain about perceived “fake news”—are not averse to fake social media posts.

 

Cracker Barrel’s logo controversy was driven by bots: What operators should learn from this

 

Research from PeakMetrics found that 44.5% of X posts about the Cracker Barrel rebranding controversy were posted by bots

 

By Joanna Fantozzi, Senior Editor

 

As Cracker Barrel continues to deal with the backlash against its (now mostly walked-back) modern rebranding that rocked social media for weeks, new data has come to light. According to research obtained by the Wall Street Journal from PeakMetrics, 44.5% of X posts about Cracker Barrel on Aug. 20 (when the new logo began to go viral), were posted by “bots or likely bots,” rising to 49% at the peak of the controversy.

 

That is a much higher share of automated posts than usual, the metrics company said, noting that controversial discussions on social media usually garner about 20% to 30% of bot-authored posts. This means that nearly half of the online outrage against Cracker Barrel’s simplified logo and remodeled stores was manufactured.

 

“The decisions Cracker Barrel made amid this social noise felt like they were driven by a desire to quickly extinguish the conversation rather than get their arms around what was really happening,” Maria Harrison, president and CEO of digital marketing agency, Bullseye Strategy, said. “Bots essentially lit the match. They created fake widespread anger, which then triggered real people to pile on and amplify the outrage far beyond what a typical logo change would typically provoke. Other brands have survived backlash over logo changes, and Cracker Barrel could have too if they took the time to understand the data.”

 

She added that even before rolling out a rebrand, a company should be aware through internal communications if it might spark a backlash. If that’s the case, they should have a “crisis response framework” in place for a measured plan instead of hurried flailing.

 

The crisis response, Harrison said, should include steps like checking first-party data to see how real customers are responding (not just bots and social media pilers-on). Operators can also use third-party tools to verify whether online chatter is real or manufactured, she said. There are also clues to spot social media outrage inauthenticity, like repetitive posts and hashtags, and the noise only showing up in one channel (in this case, on X).

 

“Predictive testing, proactive communication to their customers, and contextual data all could have mitigated this crisis,” Harrison said. “If early warning signs were detected, Cracker Barrel could have made quiet decisions about how to proceed, and if they decided to proceed nationally, they could have gotten ahead of any discontent that may have been legitimate and not bot-driven.”

 

AI experts agree that a thorough but measured approach is best, so companies can distinguish real social media activity from manufactured, AI-driven response. If a pattern of inauthenticity is detected, then companies should not feel obligated to over-respond, or over-apologize. 

 

“When you respond, do it calmly and focus on real guests,” Peter Swimm, AI expert and founder of Toliville, said. “Use a one‑line integrity note if needed: ‘We’ve seen signs of unusual coordination online. We’re prioritizing feedback from our guests and staff.’ Hold major changes until at least two signals agree: social plus search, or direct guest feedback.”

 

In the case of Cracker Barrel, the company urgently responded to bring back the old logo, halt store rebrands, fire its redesign consultant, and juggle its executive leadership team (while still keeping CEO Julie Massino in place). This last part at least, Harrison said, was a smart move.

 

“Removing the CEO would likely have driven the stock further down,” Harrison said. “Instead, keeping their CEO in place signaled leadership restraint amid the chaos and kept continuity of leadership, something investors often value.”

17208: Cracker Barrel Redesigning Its Agency Roster.

 

Advertising Age republished a report from Bloomberg News revealing Cracker Barrel dumped the White advertising agency behind the ill-fated logo update.

 

At its website, the firm brands itself as “The Uncommon Growth Company”—with self-promotional hype including:

 

Uncommon Impact

 

We deliver powerful growth that is faster, smarter, more sustainable, more human and more actionable. For every client. Every project. Every time.

 

Um, not exactly, Crackers.

 

Cracker Barrel cuts ties with firm behind criticized logo change

 

Cracker Barrel Old Country Store Inc. ended its partnership with the marketing firm behind its short-lived logo change, as the restaurant chain grapples with the backlash over its controversial brand refresh.

 

The Tennessee-based company said Thursday it’s ending its engagement with Prophet, which it hired to advise on its logo and restaurant redesign in an effort to update its brand to try to win back customers.

 

Prophet didn’t immediately respond to a request for comment.

 

Cracker Barrel is dealing with the fallout over its move to a simplified logo that removed a character dressed in overalls. The change dragged the company into the political fray as critics—including President Donald Trump—accused it of erasing elements of traditional Southern culture.

 

The company reversed course on the new logo shortly after and paused planned restaurant remodels.

 

Cracker Barrel is also replacing Matthew Banton, VP of menu innovation and strategy, with Thomas Yun, who it said was behind some of the company’s most successful menu introductions in recent years. The role of senior VP and chief restaurant and retail operations officer, previously held by Cammie Spillyards-Schaefer, was also cut.

 

“This transition reduces layers in the organization as we bring a hyperfocus on ensuring both every plate served and every interaction with our guests reflects the care and quality we stand for,” CEO Julie Masino said.

 

Cracker Barrel has faced stagnating growth, with foot traffic at existing stores expected to decline as much as 7% in the coming year, it said last month. The company’s shares have dropped 16% this year through Thursday’s close.

 

—Bloomberg News

17168: TGIFinal Thought On Cracker Barrel Logo.

BTW, had anyone ever considered integrating Wile E. Coyote into the Cracker Barrel logo? Seems like an update that Cracker Critics might’ve approved…

17167: Crackers Wanted…? NVM.

 

The actual LinkedIn post depicted above appeared days before Cracker Barrel exploded.

 

Wonder how many early applicants have withdrawn their candidacy. And how many Cracker Barrel staffers lost their livelihoods because of the logo debacle.

 

Although any accusations of ageism will be deflected by arguing the Old Timer kept his job.

17166: On Loud & Booming Double-Barreled Shitguns.

 

Adweek reported the revamped Cracker Barrel logo experienced backlash from Internet mobs—including President Donald J. Trump and Donald Trump Jr.—who could all be called Cracker Critics.

 

Particularly dumb commentary came from the Chief Design Officer at TBWA\Worldwide, whose mutterings Adweek presented as follows:

 

[While] “the effort to modernize the brand by simplifying its identity and making it more legible and adaptable to a digital ecosystem” works, it risks “alienating loyal audiences. … Heritage brands must remember their identity is not just aesthetic, it’s cultural. … When updating visual codes, they’re not simply adjusting pixels or type curves, but symbols embedded in people’s everyday lives.”

 

On this topic, viewpoints from Adland should be summarily dismissed—and dissed.

 

After all, the industry never hesitates to quickly abandon heritage brands as White holding companies execute corporate colonization. TBWA routinely disrupts White advertising agencies by tagging its signature logo across iconic nameplates.

 

When White advertising agencies win accounts, the first order of business involves rejecting, razing, and rebuilding the acquired brand.

 

And now comes news that Cracker Barrel caved in to the pressure, announcing the Old Timer will be resurrected.

 

Where was the outrage when erasing Aunt Jemima, Uncle Ben, Rastus, and Mia? Will professionals and political leaders demand the restoration of those icons too?

 

In the end, the anti-woke wield more power than the anti-racist. White power trumps—clever wordplay intended—all advocacy for progress.

 

Cracker Barrel CMO Defends Rebrand After Stock Tumbles 

 

The restaurant chain’s shares fell 7.2% on Thursday morning, two days after it unveiled its new logo

 

By Cydney Lee

 

On Tuesday (Aug. 19), Cracker Barrel unveiled a new logo, much to the chagrin of the internet.

 

Since its release, left and right-wing politicians, marketers, and consumers alike have criticized the switch, with some declaring it’s too “woke” and steers away from “American tradition.” Others have knocked the simplicity of the design.

 

“WTF is wrong with @CrackerBarrel??!,” Donald Trump Jr., the president’s eldest son, posted to X. The official X account for the Democratic Party echoed the statement, posting, “We think the Cracker Barrel rebrand sucks too.”

 

Following the backlash, the brand’s shares fell 7.2% on Thursday morning (Aug. 21), erasing $100 million in market value. Its shares rose slightly on Friday (Aug. 22) in pre-market trading.

 

However, Cracker Barrel is doubling down on its new look.

 

In a statement shared with ADWEEK, Sarah Moore, the brand’s chief marketing officer (CMO), said its “values haven’t changed, and the heart and soul of Cracker Barrel haven’t changed.”

 

“Cracker Barrel has been a destination for comfort and community for more than half a century, and this fifth evolution of the brand’s logo, which works across digital platforms as well as billboards and roadside signs, is a call-back to the original and rooted even more in the iconic barrel shape and word mark that started it all back in 1969,” she said.

 

‘All the More’

 

Cracker Barrel released the updated visual identity as part of its new “All the More” campaign, which also includes a 15-second spot starring country singer Jordan Davis, new menu items, and an interior design revamp of its restaurants.

 

The logo removed its longstanding old man and the barrel motif, replacing the image with a simple wordmark in the brand’s signature gold and brown.

 

Along with consumers, the ad industry is divided on the rebrand, too.

 

Bruno Regalo, chief design officer at TBWA\Worldwide, observed that while “the effort to modernize the brand by simplifying its identity and making it more legible and adaptable to a digital ecosystem” works, it risks “alienating loyal audiences.”

 

“Heritage brands must remember their identity is not just aesthetic, it’s cultural,” he told ADWEEK. “When updating visual codes, they’re not simply adjusting pixels or type curves, but symbols embedded in people’s everyday lives.”

 

He continued: “More than following design trends, it’s about keeping that soul alive—the distinctive elements that touch consumers emotionally—and reinterpreting them to feel current and relevant without losing what makes them unique.”

 

Kevin Green, executive creative director (ECD) at Moroch Agency, said the brand was the latest in a run to have stripped its brand of “any unique or ownable personality,” while plumping for a more modern aesthetic.

 

“There has to be a better balance between modernity and the magic that has built brands like Cracker Barrel for decades,” he said.

 

Indeed, other advertisers, including fashion label Burberry, have been critiqued for jumping on this so-called “blanding” trend, where a typeface replaces an image.

 

A Run of Controversial Brand Moments

 

While the move was intended to celebrate its 55+ year heritage, Cracker Barrel has faced previous boycotts over claims of discrimination due to its American South aesthetic and corporate policies.

 

It now joins a running list of brands that have stoked controversy and become a flashpoint in the U.S. culture wars over the last month, including American Eagle, Dunkin’, and e.l.f. Cosmetics.