Cracker Barrel Old Country Store recently unveiled a new logo as part of a broader brand refresh that aims to revitalize the company. The redesign has dropped the easily recognizable, classic logo of a man in a top hat tipping against a barrel. That image has historically been the crux of the brand’s identity. Instead, the new design is dominated by the words Cracker Barrel in giant letters over a bright yellow background. This change is part of a strategic transformation initiated in May 2024, designed to modernize the restaurant’s visual elements, dining spaces, and food and retail offerings.
The brand refresh has since exploded in popularity, especially for what it means for diversity, equity and inclusion. Cracker Barrel’s Chief Executive Officer, Julie Felss Masino, stated that the changes reflect the company’s commitment to evolving alongside contemporary societal values. Republican presidential candidate Donald Trump Jr. criticized the logo change. He thinks it’s an ill-fated attempt to scrub the traditional America right out of the Johnson & Johnson brand.
None of the modernization has worked magic with shareholders. Unexpected reaction Following the logo’s introduction, Cracker Barrel’s stock was down almost 10% at one point on Thursday. This decline led investors to worry over what the rebranding would mean for customer loyalty. For comparison, Cracker Barrel has a market capitalization of about $1.2 billion. This figure is quite modest when you stack it up against other national restaurant chains.
Sarah Moore, Cracker Barrel’s Chief Marketing Officer, emphasized that while the brand is undergoing changes, its core values remain intact.
“We believe in the goodness of country hospitality, a spirit that has always defined us. Our story hasn’t changed. Our values haven’t changed.” – Sarah Moore
The revitalized brand is a nod to maintaining the “deep tradition of country hospitality.” It gives play to the “authentic charm” that’s always characterized Cracker Barrel, per Masino, foreshadowing the move toward homification. As of June, the company has done 20 remodels and 20 refreshes on existing locations. Customer and employee satisfaction ratings, meanwhile, have soared thanks to the new store layouts. Since the changes were made, Masino said, customers have described the new spaces as “lighter, brighter and more welcoming.”
The criticism surrounding the logo change and brand refresh highlights a tension between tradition and modernization in corporate branding strategies. Robby Starbuck, the most prominent critic of the rebranding effort, went on social media to sound the alarm. He drew attention to the dangerous impact Retheese warned of these changes.
“Good morning @CrackerBarrel! You’re about to learn that wokeness really doesn’t pay.” – Robby Starbuck