CRACKER Barrel is continuing to make adjustments after significant backlash from customers this summer.
The controversy came after the iconic fast-casual chain conducted remodeling and rebranding efforts at select restaurants.
Cracker Barrel is making changes this month after customer backlash (stock image)[/caption]
At least four of Cracker Barrel’s over 650 locations nationwide were repainted with white interiors, had old decorations taken out, and featured a modernized logo, replacing the 1977 “Old Timer” version.
CEO Julie Felss Masino noted that the conversions and updates made at the locations were tests to gauge consumer response, with a potentially larger rollout if it was well-received.
While there was some support for the changes, Cracker Barrel saw an overwhelming response of preference for the chain’s classic look, according to what Masino explained on a September earnings call.
Masino said Cracker Barrel has since “taken steps to get back on track,” making a full 180-degree turnaround through at least five changes.
OLD LOGO RETURNED
First, the 1977 “Old Timer” logo was reinstated, which features Uncle Herschel, the real-life uncle of company founder Dan Evins, and has “Old Country Store” at the bottom.
The modernized logo had not only taken out Uncle Herschel, but it also removed “Old Country Store,” leaving solely the Cracker Barrel name.
Masino said the Cracker Barrel team “pivoted quickly to twitch back to our ‘Old Timer’ logo” given the customer response.
President Donald Trump even took to Truth Social to advocate for the return of the old Cracker Barrel logo.
“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.
“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.
TAKE IT BACK
Secondly, the CEO completely halted restaurant remodels.
The four that had been changed would be reverted to their “traditional interiors” and decorations.
Additionally, at least 58 others that were briefly “touched” by the rebrand will not be any longer.
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
“We will not proceed with these modern stores, and have also begun reverting to our old-timer signage and bringing back more traditional Cracker Barrel interiors,” Masino explained on the call.
“Some of this will take time due to permitting and other constraints, but it is happening.”
BISCUIT BONUS
Third, Cracker Barrel brought handmade biscuits to customers at all of its locations again earlier this month.
The biscuits are “rolled by hand and baked fresh throughout the day.”
“Cracker Barrel was built on biscuits, so when you told us our biscuits weren’t the same anymore, we took it to heart,” the chain wrote online.
“We aim to serve up the best food possible, starting with our biscuits. From now on, our biscuits will be even better than you remember.”
DEI ROLLBACK
Cracker Barrel has also made the controversial move to eliminate its Diversity, Equity, and Inclusion (DEI) programs, according to what a spokesperson told Fox Business recently.
“The company does not have DEI team-member positions or DEI quotas/requirements,” they said.
“It hires, promotes, and rewards individuals based only on skills and performance — full stop.”
“It does not treat employees or guests differently based on race or any other protected class,” the spokesperson continued.
EVENTS DISTANCING
Additionally, Cracker Barrel isn’t sponsoring any events held around the nation that aren’t directly related to business needs, per CNN.
This includes Pride events for members of the LGBTQ+ community, with the restaurant chain quietly removing its Pride website page.
“On behalf of Cracker Barrel’s LGBTQ+ Alliance & DEIB Team, we want to celebrate YOU for being YOU,” it used to read.
“It is our greatest Mission to ensure that Pleasing People means ‘all people.”
Some competing restaurants to Cracker Barrel have even had bankruptcy struggles this year.
In May, for example, TGI Fridays scrapped at least 85% of its menu in a massive shakeup to come back after a Chapter 11 filing.
Bar Louie also went under in March, and has conducted closures of some beloved locations as a result.
