Cracker Barrel unveils new logo to mixed reactions
The national restaurant and country store known for its nostalgic appeal recently unveiled a stripped-down design featuring an image of a man sitting next to a wooden barrel. Some people are not satisfied.
Unbranded – Newsworthy
- Cracker Barrel is making a comeback after a failed rebranding attempt last year.
- The company’s recovery can be attributed to the return of traditional menu items and Americana-themed products.
- Its 2025 plan to modernize its logo and store decorations sparked widespread customer backlash.
Nearly a year after a failed rebranding attempt, Cracker Barrel appears to be back on its feet.
According to a recent LinkedIn News report, the Middle Tennessee-based company has bounced back by bringing back its traditional menu and introducing Americana-themed items.
“New products like patriotic shirts and salt shakers are clearly resonating with customers,” LinkedIn wrote in a June 10 report. “The decline in store foot traffic has slowed, the company revised its full-year revenue outlook upward this week, and the stock soared on Wednesday.”
In 2025, the company caused a shock by announcing plans to retire its popular logo featuring the iconic “Oldtimer” and replace it with a minimalist design. As part of the rebrand, the company also aimed to renovate its restaurants, doing away with the mismatched, cluttered decor and cluttered walls that were popular.
“Cracker Barrel needs to feel like Cracker Barrel today and tomorrow. The things you love are still there,” Cracker Barrel CEO Julie Fels Masino said in an interview on “Good Morning America.” “We need people to choose us, and we want people to choose us.”
The move sparked widespread backlash and drew the attention of several Republican officials, including President Donald Trump.
Here’s what you need to know about how Cracker Barrel was able to win back customers.
How Cracker Barrel was able to bounce back from a disastrous rebranding attempt
According to LinkedIn, Cracker Barrel’s recovery was fueled by its decision to lean into the nostalgia its customers have come to love.
Earlier this year, Cracker Barrel announced a partnership with America 250 to commemorate the anniversary of the signing of the Declaration of Independence and “celebrate the traditions and people that define America.”
“Cracker Barrel has always been more than just a restaurant, it has always been a place where Americans reconnect with their traditions, with each other and with the comforts of familiar food and nostalgic surroundings,” Chief Marketing Officer Sarah Moore said in a statement.
“Our partnership with America250 is a natural extension of our heritage and reflects the way we have always brought people together through comforting flavors and shared moments that give meaning to everyday life.”
The partnership includes limited-time merchandise, new menu items and a reimagined version of the iconic rocking chair that has long been synonymous with the Cracker Barrel experience.
What was the reaction to Cracker Barrel’s rebranding attempt?
Viewers expressed strong opposition to Cracker Barrel’s rebranding attempt, with some vowing not to return until they restored the logo and previous interior design.
Comments flooded social media urging the chain to reverse the changes, many calling for Masino’s resignation, and the company also reported a drop in profits.
In West Nashville, “Fired CEO” signs, styled similar to Cracker Barrel’s rebranded logo with brown text on a gold-yellow background, were installed along Interstate 40.
Cracker Barrel media personnel said the sign was installed by Sardar Biglari, who owns Steak ‘n Shake, Western Sizzlin’ and Maxim Magazine. A statement provided to the Tennessean on Sept. 18 said the sign was “exactly the kind of stunt we would expect from him.”
Additionally, political conservatives argued that the changes were based on practices of diversity, equity, and inclusion. President Trump ultimately weighed in on the issue and called on the chain industry to “make Cracker Barrel a winner again.”
The controversy was so severe that the company had to stop renovating the restaurant and changing its logo.
“If your restaurant hasn’t been renovated, don’t worry; it won’t be,” the company acknowledged in a statement titled “Your Old Country Store Is Here to Stay.”
Diana Leyva covers trending news and service journalism for The Tennessean. Contact Dleyva@gannett.com.
