And of course the people worked up about the change, didn't take even a peek at the history of the logo. If they had, they would've learned that the barrel and Uncle Herschel didn't appear on their sign until TEN YEARS after they first opened for business.

So did they start out "woke?" Or is this whole "go woke and go broke" just a lot of gullible people believing what some twitter trolls post on social media?

I suppose people thought CB was changing lanes (and perhaps they were) with a new logo and store decor. What would be next? Perhaps bankruptcy! Good to know that probably won’t’ happen because it’s hard to find country food anywhere any more. To each their own. Fore.

I like her DEI clown costume glasses...Now if she would wear a red rubber nose it would be perfect.

Who appointed her CEO? Who appointed the BoD? How are any of these goofs qualified?

Unrelated to the discussion.

The change in logo didn't affect your decision to patronize the business, by your own admission.

I’m confused on why the logo, and backlash against changing the logo, has anything to do with “Woke” or politics. The logo has nothing to do with race, religion, sexual orientation, etc…. It’s just an older gentleman sitting in a rocking chair with his elbow resting on a barrel. How could that possibly offend someone? In my opinion, this is just a generational difference. Older folks, who generally don’t like change, and are a staple patron of the establishment, prefer things to remain unchanged. Apparently, the management of the establishment thought a more generic logo would attract a younger clientele and wouldn’t turn off their long time customers, and they were wrong. Personally, I couldn’t care less what their logo is, as long as they continue to let travelers spend the night sleeping in their vehicle in their parking lot. Over the years, I’ve saved a lot of money on hotels by sleeping in the back of my truck, with the cap on, in their parking lot. In return for using their parking lot, I always grab a meal and coffee to go, so it works for both parties.

DEI/Wokeism is literally the triumph of emotion over reason. It is the depreciation of rational adults and the elevation of bumbling over-grown clownish and frivolous children. This situation is just the logical outcome of "Equality".

Any chance of explaining how that relates to the simplification of a logo to make it more identifiable on today's small screens? Or is that simply the fallback accusation when there is no other explanation for feigned outrage?

Except that wasn't what happened.

Dumping the old guy was in line with their trying to appeal to a younger population. That's why they redid stores to try to open them up, make them brighter, remove
the excess memorabilia. When it is broke you make changes. You can't keep doing the same things and hope that things will change. Kudos to management - some things work, some things don't.

Not to split hairs, but I think you meant EQUITY. Equality is good; it allows everyone an equal opportunity. Equity guarantees equal outcomes, often to the detriment of some of the parties.

The customer base is typically older who like country cooking/food. The "perceived" change removed the older part of the logo, which people interpreted as offending the current customer base, which when similar behavior has happened at other business lately, has not met expectations. . The new CEO came from Taco Bell, and the founder was interviewed and questioned how a Taco Bell CEO understood country cooking?

The country cooking older customers tend to be much more conservative than other customer bases, and then the extrapolation occurred to include "woke" as the action against the older customers. . yes, looking at us!

here's her corporate history: How I Got Here Julie Masino

So she made the same mistake hundreds of executives make: I did X at my prior company which was very successful, I will do X again at the next company expecting the same success. She made a mistake, quickly owned up to it, changed the logo back, and learned she needs to focus on the actual part of the business which customers like.

not worth my time nor energy beating this horse any deader. .