Overview:
American cuisine is an amalgamation of flavors and tastes, reflecting years of both tradition and change. Perhaps one of the most iconic offerings hail from the South and its combining the harvests of both land and sea. Think of fluffy Buttermilk biscuits, laden with sweet jam and butter. Imagine the first bite of crispy fried chicken. The face of these favorites and more has just undergone a major facelift, and is receiving mixed reviews across the country. Cracker Barrel recently upgraded its interior design, taking a subtle yet clear step away from its more “traditional” feel. Is the scheme to stay current paying off or are customers not taking well to the changes? This article takes a look at both sides of the response to the new look.
Lebanon, Tennessee – Rocking chairs beat out a familiar rhythm. Children laugh over a game of checkers. Families gather around a table, entranced by delicious aromas after a busy day of shopping or traveling. This is the premise of Cracker Barrel, a chain restaurant serving up Southern classics and comfort food.
Since 1969, the restaurant chain has become a staple across the United States for travelers and locals alike. From Ocala, Florida, to Mount Laurel, New Jersey, people knew what to expect on every menu. The country store offered nostalgic and novelty candies, soda, and a wide array of merchandise. Clothing and music – from vinyl to CDs – adapted with the decades, featuring fashion trends and Country Music icons, including Dolly Parton and Georgia Florida Line.
Recently, corporate unveiled its plans for a new twist on the traditional restaurant vibe. Whitewashed walls replaced darker wood tones. Less antiques on the walls made way for a more minimalist look, complementing the modern farmhouse aesthetic.
Customer reactions span the gamut from thrilled to horrified, leaving patrons wondering if Cracker Barrel’s latest move will ultimately harm the iconic brand.
Twist and Tradition
“We believe in the goodness of country hospitality, a spirit that has always defined us. Our story hasn’t changed,” Cracker Barrel Chief Marketing Officer Sarah Moore said in a press release. “Our values haven’t changed.”
On August 19, Cracker Barrel announced its plans for a “rebrand,” including the “refreshed” appearance and new menu items in time for the 55th anniversary. “All the More” assures loyal customers of its commitment to the founder’s (Dan Evins) vision.
“With ‘All the More,’ we’re honoring our legacy while bringing fresh energy, thoughtful craftsmanship and heartfelt hospitality to our guests this fall,” Moore explained.
Cracker Barrel CEO Julie Felss Masino gave a recent interview, elaborating on the restaurant’s new mission. “Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow – the things that you love are still there,” Masino said. “We need people to choose us, and we want people to choose us.”
Rebranding: Suicide or Genius?
Reactions to Cracker Barrel’s new vision has given pause for discussion spanning generations and backgrounds. “A message from Gen Z: Absolutely no one was offended by the old logo. America wants one of its favorite logos back,” said an Instagram user, August 21st.
District Manager Brent Smith, welcomed patrons to a remodeled restaurant in Mount Juliet, Tennessee, in a Tik-Tok video on August 8th. The location features all of the hallmarks of the rebrand, catching the attention of both regional and national media.
Despite criticism, Cracker Barrel lately stated, “”As with any change, we recognize that there may be a vocal minority who feel differently. However, the strong performance of these locations affirms that we are moving in the right direction.”
In a comment with USA Today, the chain described the general response as “overwhelmingly positive and enthusiastic.”
New Logo, New Face
Presence News recently investigated the changes not only to the chain’s appearance and ambiance, but also to the logo itself. The older man sitting near a barrel full of crackers is no more. Corporate explained the change as “. . . now rooted even more closely to the iconic barrel shape and word mark that started it all.”
The brand has not changed since 1977, signaling a message to patrons and those who have never frequented the restaurant. However, with every change comes not only gains but loss. And the question is will Cracker Barrel lose what it had?
President of United States Son speaks on this HUGE change:
Even on the political spectrum, the changes are felt. Donald Trump Jr. expressed his dislike of the new move on X, prompting a lively debate on social media.
https://x.com/DonaldJTrumpJr/status/1958279379408372204
Some conservatives are questioning the logo change as politically motivated by removing the older man from public view. According to the chain, the man represented is not “Uncle Herschel,” and that the misconception of the image is simply that.
“Rather than just showing one person, we wanted to feature lots of people. The idea was to celebrate the diversity of all our guests with a logo that represented our continued passion for pleasing people of all races, colors, and genders,” Cracker Barrel Insider said. According to press reports, Cracker Barrel lost nearly $100 million since the rebrand and unveiling of the new logo.
This is not Cracker Barrel’s first taste of controversy. In the early 1990s, Dan Evins found himself embroiled in backlash for instituting a ban on hiring openly homosexual individuals. Due to unrest among more progressive areas, i.e. the New York City Employee Retirement System, the company changed the policy.
Into the Future
As the brand moves forward, only time will tell if the changes will increase revenue and traffic. Will the attempt to stay relevant prove worthwhile? Loyal patrons expressed their concern online just as those who applaud the changes.
According to the chain, only 30 stores have received the upgrades thus far. Tenyse Williams, an adjunct instructor at George Washington University and the University of Central Florida, attributes the reaction to the current political climate. Other specialists in the industry concur with Williams’ analysis.
“Cracker Barrel is nostalgia for many, especially customers in the South and Midwest who feel ownership and pride over the brand,” Williams said in a recent Fortune article. “For a brand that hasn’t changed its logo since 1977, even small changes to a symbol so tied to Americana can feel magnified.”
