Cracker Barrel logo change draws backlash

Cracker Barrel unveils a logo without the barrel as part of a broader brand refresh, drawing mixed reactions and a stock decline.

Cracker Barrel faces backlash over logo change and store refresh

New York — Cracker Barrel on Tuesday rolled out a refreshed identity that keeps the brand’s color palette but drops the barrel from its logo, tying the update to a larger $700 million transformation aimed at shedding a stodgy image. The company says the new mark is rooted in the familiar barrel shape, just without the barrel itself, a nod to continuity with a twist. The branding overhaul is part of a broader effort to attract new diners while modernizing interiors and menus.

The plan highlights a common tension in legacy brands: preserve the emotional tie to the past while signaling relevance to new customers. Experts note that removing a highly recognizable symbol can dilute brand memory, even if the color scheme remains familiar. The logo change arrives alongside interior decluttering and a lighter look, a move that could spark curiosity among some but alienate longtime patrons who associate Cracker Barrel with its rustic, country-store vibe. Social media reactions have been mixed, underscoring the risk of confusing loyal customers while trying to win over a broader audience.

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Time will tell if the rebrand translates into more visits and stronger sales.