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Cracker Barrel unveils a controversial logo change LewisceW ‚³‚ñ HomePage 2025”N08ŒŽ31“ú(“ú) 11Žž27•ª

Cracker Barrel’s modern makeover doesn’t stop with redoing its restaurants. It’s dropping the barrel and the man from its logoC too.

On TuesdayC the Southern-inspired casual dining chain unveiled a new logo “rooted even more closely to the iconic barrel shapeC” but without the barrel itself — a central part of the brand’s identity since 1977. (As for the the barrel itselfC it was “essentially the water coolers of the dayC” Cracker Barrel explained in a blog post.)
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The identity refresh also includes new TV commercialsC a redesigned menu and several new fall-themed foodsC part of a larger $700 million transformation plan to shake off its stodgy image and lure in new diners.

“The way we communicateC the things on the menuC the way the stores look and feel … all of these things came up time and time again in our research as opportunities for us to really regain relevancyC” said CEO Julie Felss Masino in 2024.
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In particularC the new logo is the latest in a string of changes angering some of its loyal fans who fear the 56-year-old chain is drifting too far from its bucolic roots. On social mediaC some users gripedC with one writing that the “changing the logo just feels like another little piece of culture dying off.” The change also angered some conservativesC tooC like President Donald Trump’s son.

Cracker Barrel has also been remodeling some of its 660-plus restaurants. The chain has “decluttered” the interiors by removing the country-themed trinkets that lined the walls and lightened up the interiorsC shifting away from the dark woods. So farC reaction has been mixed on social mediaC with some videos on TikTok going viral voicing their displeasure.

Masino remains adamant that the renovations are workingC telling ABC News this week that “people like what we’re doing” and that feedback has been “overwhelmingly positive.”

In JuneC Cracker Barrel posted an unusual earnings report for a restaurant: It’s taking a $5 million hit from tariffs because of its retail shopsC which largely has products imported from overseas. Restaurant revenue and same-store sales both slightly grewC mirroring other increases casual dining chains are experiencing.

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