Cracker Barrel, the beloved Southern-style restaurant chain known for its rocking chairs and country store charm, is embarking on one of the most significant transformations in its 56-year history. On August 20, 2025, CEO Julie Felss Masino appeared on "Good Morning America" to discuss sweeping changes to the brand, including a new logo, a refreshed menu, and a nationwide campaign dubbed "All the More." The announcement has sparked a lively debate among fans and critics, with some cheering the updates and others lamenting what they see as a loss of nostalgia.
For nearly half a century, Cracker Barrel’s logo featured a folksy image: a man leaning against a barrel, evoking the chain’s roots in Americana and its reputation for homey comfort. That image is now being retired in favor of a modern, minimalistic design. The new logo is a simple, text-only treatment—just the words “Cracker Barrel” set against a yellow, barrel-shaped backdrop with a streamlined font. According to The Takeout, this is the first time in 48 years that the logo will be text-only, a move the company says is “rooted even more closely to the iconic barrel shape and word mark that started it all.”
The rebranding is part of a multiyear effort to update nearly all 660 Cracker Barrel locations across the United States. Interiors are being remodeled with decluttered walls, enhanced lighting, and more comfortable seating. Yet, despite the facelift, CEO Masino insists that the soul of Cracker Barrel remains unchanged. “The rocking chairs are still there, the fireplace is still there, the peg game—all the things that make Cracker Barrel, Cracker Barrel, the vintage decor—it’s still there, and it’s working,” Masino told ABC News. She emphasized that the goal is to elevate the guest experience without losing the brand’s identity. “We are listening to our guests. We are doing this all for them.”
The company’s new “All the More” campaign aims to highlight country values of warmth, connection, and home-cooked food, with help from country music artist Jordan Davis. As part of the campaign’s launch, Cracker Barrel and Davis are hosting a pop-up event called “A Taste of Country, Anytime” on August 21 in New York City. The event promises to bring “front porch” hospitality to the urban crowd, featuring live entertainment, classic games, and plenty of food. “Cracker Barrel has always felt like home to me. It’s where the food hits just right, the people treat you like family, and the pace lets you slow down and take a breath,” Davis said in a press release, echoing the campaign’s message.
Alongside the visual and experiential updates, Cracker Barrel is also rolling out a refreshed fall menu. The company is bringing back fan favorites like Uncle Herschel’s Favorite—a hearty breakfast platter that includes two eggs, a choice of meat, hashbrown casserole or fried apples, biscuits, gravy, and grits. New dishes include a butter pecan French toast bake, topped with cheesecake filling, butter pecan syrup, and praline pecan streusel, as well as a hashbrown casserole shepherd’s pie and a half herb-roasted chicken. The menu changes, according to The Takeout, are designed to appeal to both loyal customers and newcomers who may be drawn in by the brand’s modern look.
But not everyone is delighted by the changes. Social media lit up with criticism following the announcement. “The CEO of Cracker Barrel is as woke as they come. She is destroying a once great American brand,” wrote pro-Trump adviser Alex Bruesewitz on X (formerly Twitter). Another user lamented, “This logo is depressing.” Others questioned the removal of the iconic imagery, asking, “Now why would they remove the cracker & the barrel?”
Some fans expressed concern that the modernized interiors and branding would erode the nostalgia that has always been Cracker Barrel’s strength. One critic on X wrote, “So much of the Cracker Barrel experience is the atmosphere. And the previous design is intertwined with their whole identity. It was unique and easily identifiable from a single interior photo. This just looks like a breakfast place that charges $25 for an omelet and $10 for a bagel (cream cheese is extra).”
Despite the backlash, there is a contingent of customers who are less troubled by the aesthetic updates, focusing instead on the preservation of the company’s hallmark features, such as the gift shop. At a recent company meeting in Florida, Masino noted, “The No. 1 question I got asked was, ‘How can I get a remodel, when can I get a remodel and how do I get on the list?’” She stressed that “Cracker Barrel needs to feel like the Cracker Barrel for today and tomorrow. The things you love are still there. We need people to choose us and we want people to choose us because people love this brand.”
Behind the scenes, the rebranding effort is also a response to business realities. Cracker Barrel has faced lagging sales in recent years and is betting that a fresh look and menu will help revive its fortunes. According to The Takeout, the campaign and updates have already led to some improvements in sales, though the company acknowledges that winning over every customer will be a challenge. “Whenever any brand undergoes a redesign, it’s likely going to be difficult to win everyone over,” the outlet noted.
Masino also addressed questions about tariffs and supply chain challenges, which have become pressing issues for many restaurant chains. She explained to ABC News that the company manages its restaurant and retail businesses separately. “On the restaurant side, all of those goods for the most part are sourced here domestically, the food and everything being prepared in the restaurants. And the retail side, we get a lot of those goods from all over the world, so we have been looking at the tariffs, we’re doing everything we can to mitigate the impact.”
Despite these pressures, Masino underscored Cracker Barrel’s commitment to value. “The average check at Cracker Barrel is about $15, whereas the industry is at $27,” she said. “It’s an amazing value, great scratch-cooked food, abundant portions, our job is to maintain that great value, delicious food and the country hospitality we’re known for.”
As Cracker Barrel moves forward with its rebranding, the company faces the delicate task of balancing progress with tradition. While some longtime fans may grumble about the new logo or sleeker interiors, others may find that the heart of the Cracker Barrel experience—warm hospitality, comfort food, and a sense of home—remains as strong as ever.
