Cracker Barrel is rolling out a bold new look as part of a broader rebranding effort, and the response online has been mixed—if not outright critical. The iconic image of a man leaning on a barrel, along with the words “Old Country Store,” has been retired in favor of a simplified emblem featuring just “Cracker Barrel” on a gold background with a subtly updated shape.
“Anchored in Cracker Barrel’s signature gold and brown tones, the updated visuals will appear across menus and marketing materials,” the Tennessee-based chain said in a Tuesday announcement. The company emphasized that the redesign is “rooted even more closely to the iconic barrel shape and word mark that started it all,” calling it the fifth evolution of its logo to date. The update is part of a new campaign titled “All the More,” which also highlights some upcoming fall menu items.
The logo revamp is just one piece of Cracker Barrel’s wider rebranding strategy, which includes restaurant and retail remodels. Over the past year, the company has gradually moved away from older, antique-heavy interiors, introducing lighter paint schemes, modern furniture, and a fresher, more contemporary feel while maintaining its signature country-style charm.
Founded in 1969, Cracker Barrel operates nearly 660 locations nationwide. While the company says its core values remain unchanged, some longtime patrons have voiced frustration over the loss of familiar visual elements, including the emblematic Uncle Herschel figure from the former logo. In response, Cracker Barrel issued a statement reiterating that Uncle Herschel “remains front and center in our restaurants and on our menu,” representing “The Herschel Way,” the guiding philosophy behind the chain’s celebrated country hospitality and its more than 70,000 employees.
Despite these reassurances, investors reacted negatively to the announcement. Shares of Cracker Barrel Old Country Store (CBRL) fell more than 7% by Thursday’s market close, reflecting concerns that the rebrand may alienate a portion of the chain’s loyal customer base.
As Cracker Barrel continues to modernize its branding and locations, the challenge will be balancing heritage and tradition with a refreshed, contemporary image—a delicate act that has prompted both excitement and criticism in equal measure.
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