Cracker Barrel, the iconic Southern restaurant chain, recently unveiled a controversial redesign, including a new text-only logo and modernized restaurant interiors, sparking widespread backlash.
The new logo removes the nostalgic image of a man by a barrel, a staple since 1977, in favor of a minimalist brown and gold design. The interior redesign shifts from the chain’s signature cluttered, antique-filled aesthetic to a brighter, streamlined modern farmhouse style, affecting over 40 stores.
CEO Julie Felss Masino, who took over in 2023, with prior roles at Taco Bell, Mattel, and Starbucks, defended the changes as a way to make Cracker Barrel relevant for “today and tomorrow.” Masino insists feedback has been “overwhelmingly positive,” citing strong performance at remodeled locations and enthusiasm from staff.
However, loyal customers are enraged, calling the logo “generic” and “soulless,” and the interiors “sterile,” arguing they strip away the nostalgic charm that defined the brand. Social media erupted with criticism, with some labeling the rebrand “brand suicide” and even politicizing it as “woke.” The backlash led to a 12% stock drop, erasing nearly $100 million in market value in a single day. Critics, including conservatives like Donald Trump Jr., claim the redesign erases heritage, while others mourn the loss of the cozy, Southern identity.
Despite the uproar, Cracker Barrel maintains its “All the More” campaign, featuring new menu items and promotions, which aims to balance tradition with innovation.
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