Cracker Barrel new logo redesign sparks social media backlash — here’s what's happening

Cracker Barrel, the popular restaurant and country store, unveiled a new, simplified logo on August 19 as part of its fall menu campaign called "All the More". The company said the update includes refreshed restaurant remodels and an enhanced brand look and feel, with the fifth version of its logo still connected to the iconic barrel shape and word mark, as per the company's press release.

It is not clear if the new logo will replace existing banners at restaurants. USA TODAY has reached out to Cracker Barrel for clarification. The new logo keeps the classic gold and brown colors but removes the man sitting next to the wooden barrel.

Customer reactions to Cracker Barrel’s new logo

According to the USA Today report, some fans are unhappy with the new logo, calling it “cold and sterile” or saying it ruins their experience as per Instagram posts. A few conservatives suggested the redesign may have a political motive, with Donald Trump Jr. commenting on X about potential diversity, equity, and inclusion influence.


Other social media users are supporting the new logo, expressing excitement and love for the change on Instagram. The man in the old logo is not a real person, according to Cracker Barrel’s website. He represented the old country store experience where people would gather and share stories, as per the reports.

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The old logo also included the restaurant name against a pinto bean shape, nodding to one of the original sides served at Cracker Barrel. The original logo was designed by Bill Holley, a Nashville-based designer, who sketched it on a napkin at the request of Cracker Barrel founder Dan Evins, as mentioned on the company’s website.

New Cracker Barrel logo design details

Now, it only shows the restaurant's name in brown letters with a golden yellow border. The logo redesign comes as part of renovations at some Cracker Barrel locations, giving restaurants a more modern look.

Cracker Barrel CEO Julie Felss Masino said in an August 19 interview on Good Morning America that people like the changes. She added, " Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow – the things that you love are still there." "We need people to choose us, and we want people to choose us", as stated in the report by USA Today.

FAQs

Q1. What does the new Cracker Barrel logo look like?
The new logo shows the restaurant name in brown letters with a golden yellow border and removes the man sitting next to the barrel.

Q2. Why are people upset about Cracker Barrel's new logo?
Some fans say the new logo feels cold and less friendly, while a few think it may have a political message.