Cracker Barrel updates logo amid backlash

Cracker Barrel presses ahead with a redesigned logo as part of a wider brand refresh, prompting criticism from longtime fans.

Cracker Barrel updates logo amid broader remodel triggering online backlash

NEW YORK (AP) — Cracker Barrel is marching forward with an ongoing makeover. The new emblem removes the barrel image and Uncle Herschel from the logo, leaving only the Cracker Barrel word mark on a gold background. The company says the update anchors its visuals in its gold and brown tones and nods to the original barrel shape, marking the brand's fifth logo evolution. The redesign is part of a broader campaign called All the More that accompanies new fall menu items and a wider remodel of restaurants and retail spaces. Cracker Barrel operates about 660 locations across the United States. Some customers have expressed ire online, while the company maintains that its values and the heart of Cracker Barrel remain unchanged. Shares fell more than 7% by market close on Thursday.

The move is part of a wider rebranding effort that includes remodeling interiors and updating marketing materials. Cracker Barrel says the logo now sits closer to the barrel motif, while the type treatment foregrounds the name. The company emphasizes continuity in values even as the visual language shifts. The brand's leadership will need to show that the refreshed look translates into the same hospitality and appeal that drew generations of visitors.

The push to modernize conflicts with a strong sense of tradition that customers associate with Cracker Barrel. The logo and store redesign risk alienating fans who connect the brand to its nineteenth-century country charm. Management argues the changes are cosmetic and strategic, aiming for broader appeal without sacrificing core beliefs. If the refreshed image fails to resonate, the rebrand could become a costly exercise with limited payoff, especially as the chain invests in store upgrades and new menu items. Online criticism also underscores how quickly a brand can face reputational headwinds when symbols matter more than slogans.

Highlights

Brand shifts like this test what customers value in a brand as much as what a logo looks like.