Cracker Barrel has decided to abandon its plan for redesigning its restaurants, following public backlash over a proposed logo alteration which eliminated Uncle Hershel, the “Old-Timer.
The Tennessee-based chain faced massive backlash in August after it rolled out a new “modernized” logo as part of a rebrand that also stripped away the brand’s Americana wall décor. Fans across the political spectrum slammed the move, accusing the company of abandoning its identity.
Due to the harsh criticism, Cracker Barrel’s stock price dropped significantly. A week later, the company decided to change direction and brought back Uncle Hershel. Now, the brand has announced that it will pause the renovations of its restaurants, which were part of a rebranding effort.
As a dedicated Cracker Barrel fan, I’ve got some exciting news to share – we’re listening! We’ve been hearing loud and clear that the recent modernization of our design isn’t quite hitting the mark when it comes to what you cherish about our unique atmosphere. We’re making changes with you in mind, so stay tuned for updates!
Cracker Barrel cancels plans to remodel restaurants
As reported by the Associated Press, the new CEO Julie Felss Masino, previously with Taco Bell and Starbucks, unveiled a rebranding strategy in May 2024. Masino believed that Cracker Barrel was losing its appeal and proposed changes to regain customer interest, such as renovating stores, modernizing menu offerings, and streamlining kitchen operations.
During that period, Cracker Barrel intended to revamp approximately 25-30 of its restaurants during their 2025 fiscal year. Initially, only four out of their 660 establishments underwent renovations as part of a trial run. According to Masino, the feedback received at two refurbished stores was favorable; however, online responses towards both the new logo and store designs sparked criticism.
Cracker Barrel is reverting their logo change and going back to the original after backlash
— TopMob (@TopMob) August 26, 2025
Despite cancelling their planned renovation, Cracker Barrel assures that enhancements will still be made, preserving its iconic and nostalgic aesthetic.
Undoubtedly, we plan to keep funding our restaurants so they remain top-notch and meet all your standards,” the company emphasized.
Currently, Cracker Barrel seems to be returning to its roots, with a focus on traditional rocking chairs, a cozy country store ambiance, and classic American decor, which originally contributed to its significant cultural impact.
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2025-09-09 21:51