Cracker Barrel changed its logo for the first time in 48 years, and some people aren’t happy about it.
Since making its debut on Tuesday, the new, more modern look has become the target of internet ire from both longtime fans and conservative pundits including Donald Trump Jr. and Trump advisor Alex Bruesewitz, who took to X to decry the rebrand as “woke.”
In an apparent reaction to the backlash, investors began offloading Cracker Barrel stock. Its shares fell nearly 13% on Thursday morning before rebounding a few points by mid-afternoon.
The new logo is a pared-back version of the chain’s former emblem, which featured an illustration of a man and a barrel next to the words “Cracker Barrel Old Country Store.”
The update ditches the man, the barrel and the “Old Country Store” verbiage. The “Cracker Barrel” word mark remains in dark brown, framed by a gold hexagon that is meant to look like a barrel.
Some social media users said they didn’t like the minimal aesthetic of the new logo, calling it “soulless.” Conservative critics, meanwhile, suggested that the removal of the man and other old-fashioned iconography is an attempt by the family-dining chain to promote diversity, equity and inclusion (DEI) and move away from its Americana roots.
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In a statement to Restaurant Business, Cracker Barrel said that its values haven’t changed, and that Uncle Herschel—the man depicted in the old logo—remains “front and center in our restaurants and on our menu.”
“He is the face of ‘The Herschel Way,’ the foundation of how our 70,000-plus employees provide the country hospitality for which we are known,” the company said.
It added that the new logo works across digital platforms, billboards and roadside signs, and is a “call-back to the original and rooted even more in the iconic barrel shape and word mark that started it all back in 1969.”
The Lebanon, Tennessee-based roadside chain has historically been known for its comfort food, homey atmosphere and gift shops selling knick-knacks and other items. The new logo is part of a sweeping modernization effort under CEO Julie Felss Masino, who joined in 2023 after more than five years as president of Taco Bell.
The three-year, $700 million initiative includes a new restaurant design as well as menu and operational changes and a more social media-centric marketing strategy. The goal is to improve traffic and sales at the 660-unit chain by appealing to younger consumers while retaining enough of the brand’s original DNA to please longtime fans.
In an appearance on “Good Morning America” this week, Felss Masino said that feedback on the refresh has been “overwhelmingly positive” from both customers and employees. She noted that at a recent company gathering in Orlando, managers were scrambling to sign up for store remodels.
Nonetheless, the transformation has been offputting to some. The remodeled restaurants replace the chain’s bric-a-brac decor and dark wood paneling with white walls and a more open, orderly appearance. Videos of the update went viral on social media earlier this month, with some fans lamenting what they viewed as a lack of charm and coziness.
Modernizing a beloved older brand can be a tough needle to thread, said Beth LaGuardia Cooper, CMO at marketing agency Advantage Media. “Trying to seek a new audience and not letting go of your base, they’re not the first brand to jump off that cliff,” she said.
Cracker Barrel’s new logo fits with the direction the brand is headed, she said, but the negative reaction is a sign that it may have gone too far or moved too quickly, especially after the initial response to the remodels.
“It’s interesting that that isn’t something that made them pause and say, ‘How do we do this in steps or bring in our base and satisfy their needs to be true to our roots and be more outward about valuing the tradition of the brand?’”
The response to the new logo has also become more overtly politicized, with conservatives framing the update as an attack on their values, and liberals dismissing their reaction as a MAGA meltdown.
It’s the second time in a month that Cracker Barrel has found itself in conservatives’ crosshairs. In July, the company was targeted by right-wing legal group America First Legal over its DEI policies.
Prior to the social media furor, Cracker Barrel’s turnaround strategy had been showing signs of progress. In June, the company reported that same-store sales rose 1% from February to April, marking its fourth consecutive quarter of same-store sales growth. It also raised its profit guidance for the year, citing the benefits of operational improvements and pricing changes.
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