Cracker Barrel is a beloved family dining chain. It started in Lebanon, Tennessee, in 1969. Cracker Barrel is known for comfort food with a Southern flair. Each location has a country store. People love the old, cozy atmosphere. Recently, Cracker Barrel shared its new logo, and it has sparked some debate online.
The new logo was teased on August 20, 2025. This is a significant change after 48 years. The old logo was a portrayal of a man in overalls leaning up against a barrel. The image offered a homegrown, American feel. It reminded many of the rural general stores once found throughout America. The original logo from 1969 was simple brown text on a yellow gold background. The man and the barrel came in 1977, and that image became etched in history.
Today, the Cracker Barrel logo has become only text. No image. Just the words Cracker Barrel on a yellow background. You will see the shape of the barrel. The company said that it represents a return to its heritage. The yellow and colors were inspired by farm-fresh scrambled eggs and buttermilk biscuits. These represent their food heritage. While not an outright name change, the logo and name change is part of the “All the More” campaign. It reimagines what the meaning of Cracker Barrel will be forever while respecting its traditions and brand at its core.
Julie Felss Masino, CEO of Cracker Barrel, addressed the changes. In an interview, she said people appreciate the changes. “Cracker Barrel needs to feel like the Cracker Barrel for today and tomorrow,” Julie said. She reminded everyone that what customers love remains. Julie provided an anecdote from a meeting in Florida. Employees were asking repeatedly about remodels and even how to get an updated version of their stores. That showed there is excitement within the company.
Cracker Barrel update their logo and made it WAY WORSE. pic.twitter.com/AruuNyYxAk
— DramaAlert (@DramaAlert) August 20, 2025
The campaign prepares the brand for the future. Cracker Barrel’s chief marketing officer, Sarah Moore, said, “We’re honoring our legacy while injecting new energy, meaningful craftsmanship, and genuine hospitality.” They provide an updated design through stores. Older stores were more filled with antiques enclosed behind wall space. New stores are cleaner and more modern. Some prefer the cleaner design. Others dislike it, saying it’s too updated and poor design.
Not everyone is happy. Social media is rampant with complaints. A large number of conservatives are unhappy about the redesign, identifying the changes as cultural issues. Some people are even comparing Cracker Barrel to a 2023 controversy with a popular beer brand. That beer brand received backlash after showcasing a transgender influencer in an advertisement and faced a boycott for the inclusion. Now, people are referring to Cracker Barrel as “the Bud Light of restaurants,” and they feel it has all changed and is not the same.
The reaction on social media is really strong. One person said, “The new Cracker Barrel logo is boring. Where’s the Barrel?” Another wrote, “I hate the generic new logo.” Some have blamed the CEO for the new change being her idea. They call the creativity bland. Some threaten not to come back anymore. “They’ve lost me after 45 years,” one customer posted. Some have even said they think the chain will close. One politician compared it to another brand that changed their logo in 2020.
Some people just find the reaction funny. One person said, “They’re going nuts over a logo, and I’m here for it!” Some people defended the change to the logo. They said brands have to evolve or they won’t survive. One person said, “It’s just a logo, not a law.”
Cracker Barrel is updating its menu, too. They are also adding new items. But it seems that the logo update is what people are giving their attention to. People are searching “Cracker Barrel menu” to see what is new. Some things, like biscuits, are still around. Maybe Cracker Barrel just wants to attract new customers. However, they are letting down 45 years of their biggest fans.
What is all the fuss about? The old logo stood for a tradition. It conjured up thoughts of pioneers and simpler times. Getting rid of the man and the barrel is like getting rid of history! Someone posted on social media, “They took away the old man and barrel for this generic logo.” More than ever, companies are focused on modern, minimalistic logos. Unfortunately, this doesn’t align with Cracker Barrel’s rustic brand.
But this is not the first controversy. Earlier this year, Cracker Barrel had a post about Pride Month. They featured a rocking chair with a rainbow color scheme. They were called “woke” and faced backlash. Now, some won’t like the logo updates, and it strengthens those statements. The chain still issues statements supporting the LGBT and diversity efforts and enrages some customers.
Those changes are being led by Julie Felss Masino. Masino recently took over as CEO of Cracker Barrel. Before that, she was with Starbucks and Taco Bell, among other recognizable brands. Some believe she is bringing city ideas to a southern chain. Some people call out Masino, but she said she has received positive feedback. She wants more customers to choose Cracker Barrel.
What about Cracker Barrel in my area, where there are roughly 660 locations? Many of the locations are located right off the freeway, where many travelers will stop in for a home-style meal. On their remodel plans, many are being rolled out slowly. Not every store will have been changed. You can check for updates online.
Cracker Barrel news is circulating quickly, and the stock dropped a bit, but it is too soon to tell the impact that it will have. The beer brand boycott cost billions of dollars. Will Cracker Barrel be hit with the same success? Or will Cracker Barrel be able to navigate these changes?
Changing anything is a difficult task. It wants to grow Cracker Barrel while retaining the country hospitality feel and character. The long-standing fans have a feeling of loss of the charm in Cracker Barrel. The chain has chosen a simple logo; some people think too simple. Only time will tell if it is successful.
The debate continues in the Ibleeb online community. The following is one comment: “The new logo, to me, is getting away from the mom-and-pop shop feel of Cracker Barrel.” Many users, particularly younger ones, are rating the new logo poorly. They are also rating it poorly, with some users rating it only 2 on a 1 to 10 scale. Cracker Barrel continues to defend the new logo as follows: “Our story hasn’t changed.”