Cracker Barrel faces backlash against new logo, store layout, menu
Cracker Barrel Old Country Store Inc. has refreshed its branding, interior store design and food offerings, but a lot of consumers liked things as they were.
As part of a broader strategic transformation plan the company first announced in May 2024, Cracker Barrel has changed its corporate logo and updated its menu, and has begun updating the layout and décor of its stores. Cracker Barrel’s previous logo featuring a man in work clothes sitting next to a barrel, which the company had been using since 1977, was altered to a new, simpler logo featuring the words “Cracker Barrel” against a barrel-shaped yellow background.
The company’s original logo, in use from its founding in 1969 until 1977, was also text-only. In its official announcement of the transformation initiative, Cracker Barrel said its goals were "driving relevancy, delivering food and an experience guests love, and growing profitability."
In addition to the updated logo, the Cracker Barrel brand refresh includes streamlining store design to remove the intentionally cluttered, Southern-themed decorations from the walls and a modern interior design that is intended to deliver a "modern farmhouse" feel. The retailer has been piloting the new design at select stores. In addition, a number of new "seasonal favorites" have been added to the menu, with some items removed.
Public criticism of the retailer's rebranding efforts on social media platforms such as X (formerly known as Twitter) and Instagram has been widespread and harsh. Rival fast-casual chain Steak ‘n Shake has posted numerous critical comments on its official X account, including the blunt statement to "fire the (Cracker Barrel) CEO."
Investors have also had a strong initial negative reaction to the changes, with CBS News reporting Cracker Barrel lost close to $100 million in market value on Thursday, Aug. 21, 2025 due to a 7% dip in its stock price.
So far, Cracker Barrel has remained publicly resolute in standing behind the changes. A spokesperson for the chain said in commentary provided to Newsweek, "Our values haven't changed, and the heart and soul of Cracker Barrel haven't changed."
The changes have come under the direction of Cracker Barrel CEO Julie Felss Masino, who took the chief executive role at the retailer in July 2023. Masino’s resume includes close to 20 years of experience in leadership roles at Taco Bell and Starbucks.
Many observers have singled out Masino for criticism including being out of touch with Cracker’s Barrel’s core customer base and for being too “woke” in her business approach.
It has been a difficult summer for retail branding campaigns. Specialty apparel retailer American Eagle has faced public criticism for its “great jeans” ad campaign featuring actress Sydney Sweeney, which produced a mixed public reaction but also an apparent decline in store traffic.
[READ MORE: Sydney Sweeney’s American Eagle jeans campaign not ‘great’ for store traffic]
Cracker Barrel has been working with the marketing agencies Prophet, Viral Nation, and Blue Engine on its strategic transformation and rebranding.
