Why did Cracker Barrel change logo? Why rebrand draws backlash
Cracker Barrel announces decor update
Cracker Barrel has announced it is updating its old-fashioned decor. However, not everyone is a fan of the proposed changes.
Fox – 5 Atlanta
- Cracker Barrel has unveiled a new logo design, sparking criticism from fans online.
- The rebranding includes menu changes, restaurant renovations and an “enhanced brand look and feel,” according to a news release.
- While many have criticized the new logo and interior design, company executives have stated the changes are intended to modernize the brand.
Cracker Barrel, the beloved restaurant chain and country store known for its Southern comfort food and antique aesthetic, has unveiled a new logo and sparked backlash from some customers.
On Aug. 19, the Middle Tennessee-based chain announced changes to its logo and menu as part of a campaign titled, “All the More.” The rebrand features new and returning menu items, “refreshed” restaurant remodels and an “enhanced brand look and feel,” according to a news release.
“We believe in the goodness of country hospitality, a spirit that has always defined us. Our story hasn’t changed,” said Cracker Barrel Chief Marketing Officer Sarah Moore in a statement. “Our values haven’t changed.”
“With ‘All the More,’ we’re honoring our legacy while bringing fresh energy, thoughtful craftsmanship and heartfelt hospitality to our guests this fall.”
Here’s what else to know.
What does the new Cracker Barrel logo look like? Will Nashville stores be included in the rebrand?
While the new logo maintains Cracker Barrel’s classic gold and brown color palette, it introduces a cleaner, more minimalistic design.
The updated logo features the restaurant’s name in brown lettering against a golden yellow border, omitting the familiar image of the man seated next to a wooden barrel.
Despite recent online pushback against the renovations, Cracker Barrel CEO Julie Felss Masino said in an Aug. 19 interview on “Good Morning America” that “people like what we’re doing,” USA TODAY reported.
“Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow – the things that you love are still there,” she said. “We need people to choose us, and we want people to choose us.”
According a news release, the new logo is “now rooted even more closely to the iconic barrel shape and word mark that started it all.” The updated visuals will appear across menus and marketing collateral.
When reached for comment by The Tennessean, Cracker Barrel did not specify whether the rebranding campaign will impact Nashville area stores.
New Cracker Barrel logo draws criticism from some customers, calling it ‘brand suicide.’
Following the launch of the new design, many Cracker Barrel fans took to social media to express disappointment, with some calling on the chain to change it back.
“Put the grandpa back on the logo,” read one Instagram comment. “I won’t go back till you switch the logo to the old one,” read another, while one user on X called the change “brand suicide.”
“The new rebrand took the feeling away,” one person wrote on Cracker Barrel’s Instagram. “Cold and sterile.”
The rebrand also garnered response from some conservatives, suggesting that the new logo is political.
“WTF is wrong with @CrackerBarrel??!” Donald Trump Jr. said in response to a post on X that implied the logo may be motivated by diversity, equity and inclusion efforts.
Cracker Barrel’s rebrand features restaurant makeovers, much to the ire of some customers
The new logo design is another step in the company’s rebranding process. Earlier this year, the chain announced it would be remodeling 25-30 locations and “refreshing” another 25-30 with an aim to attract younger crowds, as mentioned during the company’s Q2 earnings call, USA TODAY reported.
Known for its mismatched, cluttered décor, walls full of tchotchkes, and a darker, warmer color scheme, Cracker Barrel’s remodeled restaurants feature a streamlined, modern farmhouse vibe.
On Aug. 8, Cracker Barrel posted a TikTok video featuring District Manager Brent Smith, welcoming followers to the remodeled restaurant in Mount Juliet, Tennessee.
Instead of the lattice wall dividers, which were previously covered with Southern-style wall decor, bookcases hold a handful of items that allow for a more “open” feel.
The revamped design didn’t sit well with customers, prompting harsh dissaproval.
“[I] don’t like the new look at all. [I]t’s no longer cozy and rustic and looks like another soulless minimalistic place that’s all the rage now,” read one comment.
Despite internet reactions, the chain maintained that guests and staff have been “overwhelmingly positive and enthusiastic” about the remodels, according a Cracker Barrel statement shared with USA TODAY.
“As with any change, we recognize that there may be a vocal minority who feel differently,” the statement said. “However, the strong performance of these locations affirms that we are moving in the right direction.”
Where is Cracker Barrel headquartered?
Cracker Barrel is headquarered in Lebanon, about 30 miles east of Nashville.
Contributing: USA TODAY
Diana Leyva covers trending news and service journalism for the Tennessean. Contact her at [email protected] or follow her on X at @_leyvadiana
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