CRACKER Barrel has started to move in a different direction after recent changes to its restaurants.
The beloved chain will be doing away with the new and keeping the old in a shocking u-turn after some customer controversy.
Cracker Barrel has decided to keep things the same (stock image)[/caption]
Not only will Cracker Barrel hold onto its old logo from now on, but its also maintaining its decor and tchotchkes, per a Tuesday announcement titled We Hear You.
It had been previously moving full-steam ahead on remodeling plans and modern updates this year to its around 660 locations nationwide, but pushback from longtime diners has had an impact.
Those remodels, which included decluttering of restaurant interiors and the removal of older decorations, have officially been suspended.
“The vintage American you love will always be here — rocking chairs on the porch, our fireplaces and peg games, unique treasures in our gift shop and antiques pulled straight from our warehouse in Lebanon, Tennessee,” the announcement explained.
“We want you to have a warm and welcoming space for friends and family to gather and enjoy our craveable food and country hospitality.”
Only four of the over 600 Cracker Barrel locations had completed the remodels, which featured predominantly white-painted interiors and less antiques, before the backlash ensued, per The Wall Street Journal.
Last month, the chain also confirmed it would keep its 1977 “Old Timer” logo after considerable political outcry.
Many Americans were against confirmed plans to replace it with a new one that simply featured the Cracker Barrel name.
LOGO LOATHED
This sentiment was even echoed by President Donald Trump and Donald Trump Jr.
“Cracker Barrel should go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before,” President Trump wrote on Truth Social.
“They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity.”
“Make Cracker Barrel a winner again,” he added.
Some experts, like David E. Johnson, CEO of branding agency Strategic Vision PR Group, dubbed it a “flop.”
The controversy surrounding the logo change even resulted in a sudden dip in sales and foot traffic around the middle to end of August for Cracker Barrel, according to data from Placer.ai and Second Measure.
Cracker Barrel Statement
CRACKER Barrel has confirmed its logo will not be changing after coming under heat over the designs. The company has issued a statement.
“We thank our guests for sharing your voices and love for Cracker Barrel,” the note said.
“We said we would listen, and we have. Our new logo is going away and our “Old Timer” will remain.
“At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family.
“As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon.”
Source: X
Credit and debit card sales were down about 7% for the final week in August compared to the previous, and foot traffic dipped about 5%.
Since announcing that the old logo will stay, sales for Cracker Barrel have recovered slightly.
Except, its still down 14% overall from before the new logo was ever confirmed.
LOOKING AHEAD
But, why were the changes made in the first place?
Cracker Barrel had been facing some sales and foot traffic troubles and was looking for ways to cater to younger guests more.
So, modernization updates began and were spearheaded by Julie Felss Masino, a chief executive at the chain.
Masino said during a June earnings call that the company was seeking to test and learn from the renovations, and that they’d received positive feedback, at least initially.
“Guests continue to tell us that they’re lighter, brighter, more welcoming, and they’re enjoying them as well,” she said.
While the remodels even featured menu upgrades, some Cracker Barrel regulars still felt it wasn’t the right direction for the brand.
Cracker Barrel said in Tuesday’s announcement that it’s taken in the feedback and will continue to listen to its customer base to determine its plans moving into 2026.
It also plans on continuing to invest in all restaurants to ensure they meet consumers’ expectations.
Cracker Barrel did bring back some summer favorites for customers this year for only $10.99, along with two new desserts.
A staffer also recently revealed the truth behind the chain’s “homestyle cooking” pledge in a video.
