Critics: Cracker Barrel commits 'brand suicide' with new logo

Cracker Barrel is facing a storm of criticism from longtime customers after unveiling its first logo change in 48 years — a text-only design that drops the company’s trademark man-and-barrel image. 

The new look, announced in an Aug. 19 news release, is part of the chain’s “All the More” rebrand campaign. It comes alongside store remodels, which the release says are meant to create a “refreshed” atmosphere and “an enhanced brand look and feel.”

But many critics argue the move strips the restaurant of its identity. Viral social media posts show customers lamenting the loss of the restaurant’s old-fashioned aesthetic. 

In an Aug. 20 X post, Erik Russell, a former Cracker Barrel brand designer who worked nearly nine years at the company, expressed perplexity at the apparent “brand suicide” 

Russell also reposted a comment by comedian and actor “Larry the Cable Guy,” who pleaded with the company not to abandon its traditional look.

“Please we beg of you!” he wrote. “Don’t change the iconic Cracker Barrel design!” 

Other critics have zeroed in on the interior redesigns, which trade the memorabilia-filled walls for a less cluttered aesthetic. 

Even the brand’s famous “peg game” has been updated. Sean Davis, CEO of the Federalist, said on X that the text was rewritten to soften its instructions into more encouraging language. 

Davis said in an Aug. 20 X post the company “changed the peg game to make dumb people feel better when they do poorly.” 

Some high-profile commentators have also piled on. Conservative host and Catholic Michael Knowles called the redesign “awful in every way,” while commentator Colin Rugg’s post labeling the new logo “depressing” racked up nearly three million views.

Another viral post said the restaurant had “lost its soul.” 

“Congratulations, Cracker Barrel. You’re now Woke Barrel,” it added. “Nobody asked for this.”

The backlash coincided with a market slump. Shares of Cracker Barrel (CBRL) fell more than 12% Aug. 21, which was its sharpest drop since April, according to FOX Business. The stock is reportedly down more than 16% and on pace for its worst five-day stretch since Feb. 14.

However, Julie Masino, who has been the company’s president and CEO since July 2023, according to Newsweek, insisted the changes are being embraced. In a “Good Morning America” interview Aug. 19, she claimed the rebrand has generated “overwhelmingly positive” feedback from both customers and employees.

In July, America First Legal asked the U.S. Equal Employment Opportunity Commission and the Tennessee attorney general to investigate the chain for “potential violations of federal and state civil rights laws” related to its diversity, equity, and inclusion policies.

Conservative activist Robby Starbuck alleged in a post on X that Cracker Barrel’s leadership has undergone a “total capture by leftism.” 

“Oh my goodness. When you see what we’ve got on Cracker Barrel… Wow. I don’t think anyone knew it was as bad as the stuff we received,” Starbuck wrote. “We’re talking total capture by leftism at the exec level.”