Cracker Barrel rebrand draws backlash in New York

The Manhattan pop-up and the logo change spark debate about tradition versus modernization and its impact on the brand.

Cracker Barrel faces backlash over NYC rebrand

Cracker Barrel staged a pop-up in Manhattan's Meatpacking District on Thursday as part of its All the More campaign. The event offered line dancing, country music by Jordan Davis, and a tasting of classic menu items, aiming to bring the chain's southern hospitality to a new city.

The pop-up accompanies a broader branding shift that removes the Uncle Herschel figure from the logo for the first time in 48 years. The company says the change preserves its heart and values while improving digital compatibility. Critics, including rival chains and some politicians, have attacked the move, and the company’s stock price has fallen since the redesign was announced.

The rebrand signals a struggle between preserving heritage and chasing a modern image. Cracker Barrel is betting on a cleaner, digitally friendly look, while longtime customers may feel the brand is trading character for clarity. The NYC event shows the company trying to keep its culture visible even as the logo changes. Investors have responded with caution, highlighting the tension between tradition and marketability in a tough retail environment. The episode also shows how branding can become a political and cultural talking point beyond business metrics.

Highlights

The brand faces a test of whether heritage can coexist with modernization.