The Complex History and Evolving Role of Cracker Barrel Old Country Store

The Complex History Behind Cracker Barrel

Cracker Barrel Old Country Store is a popular restaurant chain known for its Southern homestyle cooking and rustic country store atmosphere. However, the name "Cracker Barrel" has a complex history tied to racism and slavery in the American South. The term "cracker" has been used as a derogatory slur against poor rural white people in the South since the 1800s, referring to the cracking of whips by white overseers on slave plantations. The ancestry of the word evokes images of oppression and cruelty. Therefore, the name "Cracker Barrel" prompts charged reactions, especially among African Americans.

The Origins of Cracker Barrel

Cracker Barrel was founded in 1969 by Dan Evins, the grandson of a worker on a Tennessee country store. Evins wanted to recreate the nostalgia of old country stores and named the restaurant chain Cracker Barrel to represent simple Southern values and hospitality. However, he seemed unaware of or indifferent to the racist connotations of the name.

The first Cracker Barrel store was built near Lebanon, Tennessee next to an interstate exit to attract highway travelers. The restaurant was decorated with artifacts from the Old South like wagon wheels, quilts, and antique tools. The menu featured Southern cuisine like fried chicken, biscuits, grits, and pecan pie.

Cracker Barrel Fosters Southern and Rural Pride

For many white Southerners, Cracker Barrel represents pride in Southern heritage and rural traditions. The restaurant cultivates nostalgia for a romanticized vision of the rural South before the Civil Rights era. During a time of cultural change, Cracker Barrel promised a return to traditional values.

The chain attracts a mainly white, older, and rural customer base. Its country-themed stores are decorated with advertising signs from the early 1900s when products were marketed to white consumers. The food also caters to the traditional Southern palate.

Cracker Barrel purposefully appeals to its white Southern base. Yet this identity intrinsically alienates African American customers and perpetuates a whitewashed narrative of Southern history.

The Racist History of the Term "Cracker"

The name Cracker Barrel contains a racial slur offensive to many African Americans. Historically, "cracker" referred derogatorily to poor whites in the Southern United States. In the 1700s and 1800s, white plantation owners in the South would "crack the whip" to drive and punish slaves. "Cracker" describes the white overseers who cracked these whips.

The word evolved into a slur used by upper class whites in the South to disparage poor rural whites of lower socioeconomic status. Over time, "cracker" became a blanket derogatory term among blacks for all whites. It targeted even non-slave owning whites for complicity in a racist system.

Today, the term is still sometimes used by African Americans to refer pejoratively to whites. For many, the word remains an offensive reminder of white oppression.

Cracker Barrel Reflects Racist Southern Nostalgia

To many African Americans, the antebellum South romanticized by Cracker Barrel represents a horrific period of slavery and injustice. They argue the restaurant celebrates Southern history in an offensive and exclusionary way.

Cracker Barrel stores are decorated with artifacts from a time when blacks were enslaved and oppressed. The chain idolizes Southern heritage while disregarding the cruelty and racism on which that heritage was built. Some compare it to proudly displaying Nazi paraphernalia.

Therefore, Cracker Barrel's biased representation of history perpetuates racism by white washing the past. It provides a refuge for those pining for an idyllic vision of the Old South.

Cracker Barrel Reinforces Negative Racial Stereotypes

Cracker Barrel has been accused of embedding negative racial stereotypes through its branding and marketing. The restaurant's old-fashioned decor equates Southern heritage with whiteness. The artifacts on display convey that the South's history and cultural traditions belong primarily to whites.

In addition, some argue the hospitality and subservience of Cracker Barrel's wait staff romanticizes the role of blacks as servants. The workers' attire resembles attire worn by domestic help in plantation homes. The menu offerings and workers' behavior reflect outdated Southern racial dynamics.

These factors make the Cracker Barrel experience repulsive for many black diners. They feel transported back to the era of sharecroppers and segregation.

Cracker Barrel Discrimination Cases

Over the years, Cracker Barrel has faced several lawsuits and charges of racial and gender discrimination in employment practices. In the early 2000s, the company paid out millions in settlements over claims of discrimination against minority workers.

One case involved eleven black workers fired from an Indiana store allegedly due to their race. The company also settled a lawsuit brought in by female workers claiming gender discrimination.

These cases bolstered accusations of racism at Cracker Barrel and mistrust of the company among minority groups. However, since the early 2000s, Cracker Barrel has focused on diversity initiatives to rebuild its reputation.

The Evolving Role of Cracker Barrel

Cracker Barrel still faces scrutiny over its problematic name and nostalgic allure to white Southerners. But the restaurant chain has made some efforts to modernize its image and value all customers.

In recent years, Cracker Barrel added healthier, multicultural, and vegetarian options to appeal to a wider customer base. It has diversified its board of directors and focuses on inclusion. The company champions values like authenticity, caring, and honesty to move forward from its controversial origins.

While it is unrealistic to expect Cracker Barrel to change its name and brand identity, the company can show greater sensitivity to all customers. Many argue Cracker Barrel has a responsibility not to trivialize or distort painful aspects of Southern history.

Cracker Barrel's future likely depends on its ability to evolve past its checkered history while maintaining the hospitality and family-friendly values on which it was founded. Though origins matter, positive progress speaks louder.

FAQs

What is the origin of the term "cracker"?

In the American South, "cracker" originally referred to white overseers who "cracked" whips on slave plantations. It became a derogatory slur used by upper class whites and blacks to describe poor rural whites.

Why is "Cracker Barrel" an offensive name?

Many consider it offensive because "cracker" is a racial slur that refers to the oppression of blacks in the pre-Civil Rights South. The name romanticizes Southern history in a racist way.

What complaints have been made against Cracker Barrel?

Cracker Barrel has faced accusations of racial discrimination, perpetuating negative stereotypes, and celebrating racist Southern nostalgia through its branding and memorabilia.

Did Cracker Barrel discriminate against employees?

Yes, in the early 2000s Cracker Barrel paid major settlements over claims of discrimination against minority and female employees.

How has Cracker Barrel tried to improve its image?

In recent years, Cracker Barrel has diversified its menu and board, focused on inclusion, and championed positive values like authenticity and caring.