Cracker Barrel logo redesign sparks backlash, boycott calls and mixed social media reactions

Cracker Barrel has introduced a new logo for the first time in nearly five decades, sparking a wave of online reactions ranging from criticism to humor. The restaurant chain, founded in 1969, unveiled the refreshed design this week as part of its “All the More” campaign. According to the company’s press release, the logo is “rooted even more closely to the iconic barrel shape and wordmark that started it all.”

The rebrand replaces the well-known logo featuring a man sitting beside a barrel, which had been in place since 1977. Cracker Barrel explained that the redesign is intended to update the brand’s aesthetic while maintaining ties to its history.

The change quickly became a trending topic on social media. Some conservative commentators labeled the redesign “depressing” or “horrible,” with one post from media personality Colin Rugg drawing more than five million views. Another widely shared comment asked, “Why would they remove the cracker & the barrel?” Others dismissed the outrage, mocking the backlash as misplaced given larger societal issues.

Former Ohio State Senator Nina Turner weighed in on X (formerly Twitter), contrasting the outrage with economic hardships facing Americans. Meanwhile, one user summed up the discourse by writing: “The people freaked about Cracker Barrel changing logos are why this country is so s***.”

Cracker Barrel CEO Julie Felss Masino addressed the criticism during an appearance on Good Morning America, stating that initial feedback has been “overwhelmingly positive.” Masino, who became CEO in July 2023, emphasized that the company’s goal is to remain relevant to both current and future customers while keeping its traditional appeal.

As part of the rebrand rollout, country music artist Jordan Davis is featured in a new commercial and will host a launch event in New York on August 21.