Yeah I haven't followed this at all- of all the things I could be upset over, corporate rebranding isn't on my radar. I too am wondering what is "woke" here. Do they think lefties give a fuck about cracker barrel's logo? I don't even have the energy to oppose them out of spite. Who TF cares?

The only "legitimate" excuse I've been able to think of is that it's a "classic" logo embedded into the consciousness of america (a specific part of america). It's purely a nostalgia play. ...but, as you both said, nobody really cares.

Their whole grievance theme is change - go back to way things used to be. They are so rage-bait primed that they lose it over any change now.

They removed a white man

Because the name of the restaurant is “Cracker” and everything is about racist tropes and their grievances to them.

These folks are so easily triggered that brands are using them for earned media.