Cracker Barrel’s new look is here — and it’s sparking some serious backlash.
The beloved Southern chain, famous for its country-store vibe and all-day breakfasts, has rolled out a new logo as part of its “All the More” rebrand, and longtime customers are fuming as CNN reported.
Gone is the old barrel-and-man design that’s been around since 1977. In its place: a simplified, text-only mark that executives say reflects a “modern country” feel. CEO Julie Felss Masino defended the change on Good Morning America, insisting the refresh is about keeping Cracker Barrel relevant for “today and tomorrow.”
But the internet isn’t buying it. Conservative groups and nostalgic diners blasted the redesign as “soulless” and “corporate.” One critic tweeted, “If it ain’t broke, don’t fix it. We want the barrel back.”
The move comes as Cracker Barrel — with nearly 660 restaurants nationwide — pushes to lure younger crowds. Alongside the logo swap, the chain unveiled a new menu featuring Bacon & Egg Hashbrown Casseroles, Butter Pecan French Toast Bake, and the return of the fan-favorite Uncle Herschel’s Favorite. Customers can even upgrade it with a New York Strip Steak.
To pump up the launch, Cracker Barrel tapped country star Jordan Davis, who just dropped his new album Learn the Hard Way. He’s fronting ads and headlining the “Taste of Country, Anytime” event in New York City, complete with rocking chairs and porch games.
Masino insists fans will still get the same value: “The average Cracker Barrel check is $15 — the industry’s at $27. People love our scratch-made food and hospitality, and that’s not changing.”
Still, the new look is drawing comparisons to Tropicana’s failed rebrand — with critics warning that sometimes, nostalgia is worth more than a clean font.
👉 Cracker Barrel fans can judge for themselves this weekend, when the chain offers a free Classic Side with any purchase at all U.S. locations on Aug. 23–24.