Cracker Barrel, a beloved restaurant chain known for its Southern comfort food and antique aesthetic, has unveiled a new logo design that is sparking criticism from fans online. The rebranding includes menu changes, restaurant renovations, and an “enhanced brand look and feel,” according to the company’s statement.
The new logo maintains Cracker Barrel’s classic gold and brown color palette but introduces a cleaner, more minimalistic design. Despite recent online pushback, CEO Julie Felss Masino stated that guests love what they’re doing, saying “Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow.”
However, many customers have expressed disappointment and even outrage over the changes, with some calling it “brand suicide” or claiming it’s taken away the cozy, rustic feel of the original design. The rebrand also drew response from some conservatives, suggesting that the new logo is motivated by diversity, equity, and inclusion efforts.
The rebranding process includes remodeling 25-30 locations and refreshing another 25-30 with a modern farmhouse vibe. Despite harsh criticism, the chain maintains that guests and staff have been “overwhelmingly positive and enthusiastic” about the remodels.
Cracker Barrel is headquartered in Lebanon, Tennessee, about 30 miles east of Nashville.
Source: https://eu.tennessean.com/story/entertainment/dining/2025/08/22/cracker-barrel-logo-change-behind-backlash/85756667007