Cracker Barrel is saying bye-bye to the barrel — at least, in the logo — and many customers aren’t happy about it.
On Aug. 19, in an annoucement about its fall menu, the country-themed chain debuted a new logo. And for the first time in 48 years, its logo is text-only.
Cracker Barrel opened in 1969 with a text-only logo. In 1977, it updated its original logo to include the recognizable image of a seated man leaning against a barrel. The brand says the new logo “is now rooted even more closely to the iconic barrel shape and word mark that started it all.”
In the brand’s new visual identity, it kept the gold and brown tones of its old logo but modernized the typeface.
It also says its “farm fresh scrambled eggs and buttermilk biscuits” inspired the new color palette featured in its new campaign. Country music singer Jordan Davis also stars in a new commercial for the brand.
Cracker Barrel is also treating everyone in the U.S. to a complimentary Classic Side with any purchase on Aug. 23 and 24.
This is all part of Cracker Barrel’s modern makeover, a campaign it calls “All the More.” In August 2024, it announced a remodel of store interiors, ditching the dark, antique Southern vibe and turning to a brighter modern farmhouse aesthetic.
Ever since, it’s been slowly revamping stores — and many nostalgic customers aren’t happy with the results.
One said they loved the “old eclectic look and country charm” of the chain’s old interior, and another begged the brand to not “paint everything gray.”
“We believe in the goodness of country hospitality, a spirit that has always defined us. Our story hasn’t changed. 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,” said Sarah Moore, CMO of Cracker Barrel, in a press release.
Cracker Barrel’s New Logo Sparks Backlash
Cracker Barrel customers have been responding to the logo change similarly to the way they did to the interior makeover.
The general sentiment flooding the chain’s social media is: “Change the logo back NOW.”
“Listen to your customers and stop ruining a good thing,” one person wrote on Instagram. “The new look is awful.”
“I have NO IDEA why companies feel the need to change their logo when the one they have had for decades works so well,” wrote another. “at least leave the barrel in the logo!!”
“New logo looking like every other chain restaurant,” commented someone else, adding that they were getting “Golden Corral vibes” from it. Another said it reminded them of Denny’s logo.
Meanwhile, on X, conservative commentators decried the rebrand as “woke,” sparking Bud Light-like backlash from them.
Shares of Cracker Barrel were down more than 12% in Thursday trading.
Cracker Barrel’s Fall Menu
In other Cracker Barrel news, the chain’s fall menu is now available nationwide. Here’s what’s on it:
Breakfast
- Uncle Herschel’s Favorite features includes two eggs cooked to order with the choice of Sugar Cured Ham, Country Ham, Grilled or Fried Catfish Fillet, Crispy Tender Dippers or a New York Strip Steak. It’s served with Hashbrown Casserole or Fried Apples, Buttermilk Biscuits, Sawmill Gravy and grits.
- Sausage and Egg Hashbrown Casserole features a double portion of Hashbrown Casserole with colby cheese over Sawmill Gravy with scrambled eggs and smoked sausage, onions, red peppers and green chiles topped with crispy fried onions, diced tomatoes and green onions. It comes with a side of Buttermilk Biscuits.
- Bacon and Egg Hashbrown Casserole features bacon, scrambled eggs, colby cheese, fried onions, tomatoes and green onions with Buttermilk Biscuits on the side.
- Butter Pecan French Toast Bake features country bread soaked in vanilla custard and topped with cheesecake filling with the choice of bacon or sausage.
Lunch and Dinner
- Herb Roasted Chicken features half a slow-roasted chicken topped with a lemon herb butter sauce, served with mashed potatoes, the choice of Classic Side, and Buttermilk Biscuits or Corn Muffins.
- Hashbrown Casserole Shepherd’s Pie is a pot roast and gravy with carrots, peas, onions, celery, and mashed potatoes topped with Hashbrown Casserole crust, sour cream, diced tomatoes and green onions with biscuits on the side.
- Slow-Braised Pot Roast features rib roast, carrots, onions, and celery in a homestyle gravy with mashed potatoes, the choice of Classic Side and Buttermilk Biscuits or Corn Muffins.
Drinks and Dessert
- Butter Pecan Sticky Buns features a bun in butter pecan sauce with a praline pecan topping.
- Cinnamon Roll Skillet features mini cinnamon rolls with cinnamon filling, topped with cream cheese icing.
- Brown Sugar Latte comes hot or cold and includes sweet brown sugar sauce, espresso and steamed milk, topped with whipped cream and butter pecan syrup.
- Wild Berry Tea features a blend of freshly brewed iced tea with flavors of wild berries.
