Cracker Barrel, a restaurant chain known for its Southern-style comfort food and rustic décor, has sparked heated debate after unveiling a major rebrand. The company’s decision to refresh its logo, remodel stores, and update its menu has split opinion among loyal customers and casual diners alike.
A Logo Without the Barrel Man
On August 19, 2025, Cracker Barrel introduced its first major logo redesign in more than five decades. The new design drops the familiar image of a man leaning on a barrel, leaving a clean, text-only logo. While the color palette of gold and brown remains, the brand says it has been brightened with accents inspired by “farm-fresh scrambled eggs and buttermilk biscuits.”
The change is part of the company’s “All the More” campaign, which aims to modernize the chain’s look while still honoring its heritage.
The Rollout
To launch the campaign, Cracker Barrel teamed up with country singer Jordan Davis, who is fronting commercials and appearing at promotional events, including a kickoff in New York City on August 21. Guests also received free Classic Sides with meals on August 23–24 as the chain rolled out its new fall menu nationwide.
Modern Store Design
Beyond the logo, Cracker Barrel has been remodeling its restaurants since last year. Instead of the dimly lit, nostalgia-packed dining rooms many associate with the brand, the new look features:
- Brighter lighting and white walls
- Streamlined layouts
- Curated antiques instead of cluttered walls
So far, around 40 locations have been updated, with more changes on the way.
Menu Refresh
The rebrand also includes a fresh menu, bringing back classics like Uncle Herschel’s Favorite, while adding new comfort dishes such as:
- Hashbrown Casserole Shepherd’s Pie
- Butter Pecan French Toast Bake
- Herb-Roasted Chicken
- Pot Roast
- Seasonal desserts and beverages
Backlash on Social Media
Not everyone is happy with the changes. Some longtime fans have described the new stores as “cold” and “soulless,” with viral TikToks lamenting the loss of the chain’s cozy, cluttered charm.
The logo change in particular has triggered political commentary, with some conservative voices accusing the company of “going woke.” Donald Trump Jr. even weighed in, posting on X (formerly Twitter), “WTF is wrong with @CrackerBarrel??!”
Cracker Barrel’s Response
Company leaders, however, stand by the redesign. CEO Julie Felss Masino stressed that while the look has evolved, the essence of Cracker Barrel remains intact. “The things that you love are still there,” she said, noting that rocking chairs and Americana décor are still part of the experience.
Cracker Barrel also pointed to positive guest feedback and early signs of stronger sales, suggesting the backlash may represent only a “vocal minority.”
For Cracker Barrel, the redesign marks a balancing act—preserving its old-fashioned Southern hospitality while appealing to a new generation of diners. Whether the gamble pays off may depend on how quickly customers embrace the brighter, cleaner, and more modern version of the brand.
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