Cracker Barrel logo change sparks backlash

Cracker Barrel sparked a political firestorm after unveiling a new logo, replacing its classic man-leaning-on-barrel design with a streamlined wordmark.

The company apologized for communication missteps but plans to continue rebranding.

Critics accused CEO Julie Felss Masino of erasing the chain’s traditional country charm, triggering social-media attacks, boycotts, and a 7% stock drop last week.

Masino defended the changes, saying customer research guided updates and the “All the More” campaign honors Cracker Barrel’s legacy while attracting younger diners.

The chain also launched a fall menu and a New York pop-up with a country music concert to showcase the updates.

Despite controversy, shares are still up 32% over the past year, and Masino promises to keep testing, learning, and listening to guests.