Cracker Barrel returns to original logo after backlash
In response to the backlash, Cracker Barrel announced that it would be retiring its new logo and returning to its classic design.
Do Cracker Barrel employees have to eat at Cracker Barrel restaurants while traveling? Not exactly.
The Wall Street Journal reported on Jan. 30 that Cracker Barrel is asking employees to eat only inside its stores while traveling, but the chain said the policy is not mandatory.
Cracker Barrel said in a statement to USA TODAY: “Our policy of allowing employees to eat at Cracker Barrel while on business trips whenever possible based on their location and schedule is not new. Also, as previously reported, this is not the only place employees may eat while on business.”
The company added that it recently changed its travel guidelines for its employees and will “further limit refunds for alcoholic beverages based on policy.”
The development comes after a turbulent few months marked by declining sales for the company. In August 2025, Cracker Barrel faced backlash from many customers after announcing a brand change that included a change to the so-called Oldtimer logo. A few days later, the company reversed course and announced that it would not change its logo after all.
Cracker Barrel sales decline after logo controversy
Cracker Barrel suffered a drop in sales late last year due to the logo controversy.
Cracker Barrel announced that for the financial quarter ending August 1, 2025, October 31, 2025, sales decreased 5.7% compared to the same period last year.
Same-store sales decreased year-on-year in both the restaurant and retail industries. Same-store restaurant sales decreased 4.7% and same-store retail sales decreased 8.5%.
During a quarterly earnings call with investors on Dec. 9, Cracker Barrel CEO Julie Fels Masino acknowledged that the chain has had a “difficult” few months.
“While many guests are enjoying the improved dining and guest experience, there is certainly still much work to do to regain the trust of guests who have been slow to return,” she said.
Melina Khan is USA TODAY’s national trends reporter. Contact her at melina.khan@usatoday.com.
