Cracker Barrel Doubles Down on Remodeling Efforts [update]

[mountaineer]

There's quite a hubbub on X over this. Apparently, CB's CEO is woke as woke can be, and she's likely to cause a Bud Light-like tailspin in Cracker Barrel's business.

Cracker Barrel Doubles Down on Remodeling Efforts with New Logo and Menu Items
Fans of the Southern-inspired restaurant have voiced their critiques of the chain's modernization and remodeling efforts
By Sabrina Weiss
Published on August 19, 2025 12:59PM EDT
People Magazine

    *Cracker Barrel announced its fifth logo change and menu updates as part of its "All the More" campaign
    *Country singer Jordan Davis is part of the campaign
    *The branding and culinary changes come after months of fans complaining about the restaurant chain's remodeling efforts

 Whether fans like it or not, Cracker Barrel is continuing to update its look.

On Tuesday, Aug. 19, the Southern-inspired part-restaurant, part-store announced changes to its logo and menu. The launches come after months of criticism from fans over the 56-year-old chain’s remodeling efforts, which were announced in May 2024.

The branding and culinary changes are part of the restaurant’s “All the More” campaign, according to a press release.   ...

[mountaineer]

Cracker Barrel reveals new logo, CEO Julie Felss Masino says people love their new rebrand.

https://twitter.com/CollinRugg/status/1958248356091949349

[mountaineer]

Another little known fact: Cracker Barrel was a Nashville Pride sponsor.

https://twitter.com/robbystarbuck/status/1958285205174616358

[Wingnut]

Cracker Barrell is just a Waffle House without a 2am fist fight and a gift shop.

[Cyber Liberty]

There's quite a hubbub on X over this. Apparently, CB's CEO is woke as woke can be, and she's likely to cause a Bud Light-like tailspin in Cracker Barrel's business.

I think this will go down as badly as Bud Lite.  This will turn CB into another Denny's.  Insane move by a woke CEO.

[txradioguy]

I think this will go down as badly as Bud Lite.  This will turn CB into another Denny's.  Insane move by a woke CEO.

The result of activist investors and investment houses buying enough stock to influence the board of directors and ultimately the CEO chair.

They've been trying it with the publicly traded gun manufacturers as well.

[DCPatriot]

I think this will go down as badly as Bud Lite.  This will turn CB into another Denny's.  Insane move by a woke CEO.

Hmmm...they shed McDonald's shedding the "Golden Arches" and "Ronald McDonald" and didn't seem to hurt their bottom line even though the outlets all look like Precinct Police Stations.   

She thought she could do the same without failure.

[Polly Ticks]

Hmmm...they shed McDonald's shedding the "Golden Arches" and "Ronald McDonald" and didn't seem to hurt their bottom line even though the outlets all look like Precinct Police Stations.   

She thought she could do the same without failure.

Our local McD's has the police precinct building, but they do still have the iconic golden arches on the sign. 

I hate the new Cracker Barrell logo, but then we hardly ever go there anyway so maybe I don't get a say. We used to pop in for an occasional Family Dinner Night on weekends when we were doing prison ministry and I wasn't home to cook, but the quality of the food took a nose dive and the service wasn't any better.

[Bigun]

I think this will go down as badly as Bud Lite.  This will turn CB into another Denny's.  Insane move by a woke CEO.

My wife and I had lunch with our son at a Cracker Barrel last week. Had to wait 40 minutes to be seated (it was his party) but I expect the crowd to thin precipitously now.

[mountaineer]

[Timber Rattler]

Yeah, she's a hardcore lib and is destroying Cracker Barrel's old time "general store" feel, and thus its brand, by turning it into a Denny's or Bob Evans.

The Board of Directors were idiots for putting her in charge of it.

[Bigun]

Yeah, she's a hardcore lib and is destroying Cracker Barrel's old time "general store" feel, and thus its brand, by turning it into a Denny's or Bob Evans.

The Board of Directors were idiots for putting her in charge of it.

 

[Timber Rattler]

Also this...

[Cyber Liberty]

Hmmm...they shed McDonald's shedding the "Golden Arches" and "Ronald McDonald" and didn't seem to hurt their bottom line even though the outlets all look like Precinct Police Stations.   

She thought she could do the same without failure.

McDonald's didn't change the menu.  And as @Polly Ticks points out, the quality of the food at CB has declined.

[cato potatoe]

If consumers would move on from scandinavian minimalism, designers would try something else.  I found the whole aesthetic depressing when I lived over there, and damn if they didn't bring it to the states.  Maybe the next phase will be French Revival. 

[Cyber Liberty]

If consumers would move on from scandinavian minimalism, designers would try something else.  I found the whole aesthetic depressing when I lived over there, and damn if they didn't bring it to the states.  Maybe the next phase will be French Revival.

Well, if the food is good...CB food has declined and the customers will punish them for it!

[DefiantMassRINO]

Back in the old days when the Interstate Highway System was new, entrepeneurs wanted their brands and business outlets to be easily identifiable from the highway.

Bright colors and unique designs were necessary to gain competitive retail marketing and sales advantage, especially among families with children.

Nowadays, established restaurant chains have grown so large, corporate, and conglomerated, all the entrepeneurial spirit has been driven out by Wall Street banksters.

That new McDonald's decor eerily resembles an office cubicle.

[txradioguy]

Back in the old days when the Interstate Highway System was new, entrepeneurs wanted their brands and business outlets to be easily identifiable from the highway.

Bright colors and unique designs were necessary to gain competitive retail marketing and sales advantage, especially among families with children.

Nowadays, established restaurant chains have grown so large, corporate, and conglomerated, all the entrepeneurial spirit has been driven out by Wall Street banksters.

That new McDonald's decor eerily resembles an office cubicle.

I first saw the new McD's decor and building design in Europe...so I wasn't surprised when I saw it being adopted by the stores here when I got back in 2016.

[Cyber Liberty]

I first saw the new McD's decor and building design in Europe...so I wasn't surprised when I saw it being adopted by the stores here when I got back in 2016.

It's like their cars....

[txradioguy]

It's like their cars....

I'm a fan of the Bavarian varietals.

[rustynail]

Robby Starbuck
@robbystarbuck
Meet Gilbert Davila, one of the board members for Cracker Barrel. He’s led a DEI strategy firm since 2010 AND he was a VP working on "Diversity" at Disney. That’s his experience.

He also pushes for DEI in advertisements.

Cracker Barrel is infested with DEI & wokeness.

[Timber Rattler]

Nowadays, established restaurant chains have grown so large, corporate, and conglomerated, all the entrepeneurial spirit has been driven out by Wall Street banksters.

Right!  One explanation I've heard from an architect also is that the neutral colored buildings with neutral colored spaces are easier to sell during real estate transactions, which suggests that the owning corporations simply view the locations as commodities to be traded and nothing else.

That new McDonald's decor eerily resembles an office cubicle.

Or the local police precinct or jail...

[Wingnut]

Man did the woke pr(i)cks at CB misread the room on this one or what.   

[American Girl]

Excerpt:
For nearly half a century, Cracker Barrel’s iconic logo was as recognizable as the biscuits and rocking chairs that made the chain a Southern staple. But this week, the company tossed all of that history out the window, unveiling a rebrand that immediately sparked outrage from loyal customers and brand experts alike.




Good morning, Cracker Barrel! You’re about to learn that wokeness really doesn’t pay. 🔥🔥



"CEO Julie Felss Masino said in an Aug. 19 interview on "Good Morning America" that "people like what we're doing."  Uhh, no, they don't, Julie.
https://www.rightjournalism.com/cracker-barrel-changes-logo-as-revelations-surface-about-companys-dei-woke-policies-what-happened-this-morning-is-a-nightmare/

[txradioguy]

Clay Travis
@ClayTravis
·
31m
Cracker Barrel stock is presently down nearly $8 today, erasing roughly $100 million in value after their new logo was revealed.



https://x.com/ClayTravis/status/1958554669355049471

[DefiantMassRINO]

Logo's are changed when businesses to outwardly communicate a change in corporate culture.

So, Cracker Barrel has chosen to eschew its legacy and become more bland and indistinguishable, likely in a bid to expand nationally or internationally.  He's betting that future growth in newer markets will offset upsetting its traditional customer base.

I wouldn't be surprised if this was part of a multi-phase plan to get away from the name 'Cracker Barrel', like when 'Nabisco' changed its name to 'Mondelez'.

National Biscuit Company is something I could understand.  What the hell is a 'Mondelez'?

[Smokin Joe]

Right!  One explanation I've heard from an architect also is that the neutral colored buildings with neutral colored spaces are easier to sell during real estate transactions, which suggests that the owning corporations simply view the locations as commodities to be traded and nothing else.

Or the local police precinct or jail...

Think that might reduce the undesirables and chimp-outs?

[Smokin Joe]

Man did the woke pr(i)cks at CB misread the room on this one or what.

Land o Lakes got rid of the Indian, but kept the land...Aunt Jemima's kin lost the royalties when her image was removed. Uncle Ben got run off. Now CB is getting rid of the Cracker and the Barrel?

Who's next, the Quaker on the oats box? Little Debbie?

I am so sick of 'woke' sh*t.

You don't set up your business to be less distinctive so the property will sell (implying future failure), you do it to be distinctive so the customers can spot your location easier.

It's right up there with typical socialist architecture...boiler plate homogeny.

[Free Vulcan]

The result of activist investors and investment houses buying enough stock to influence the board of directors and ultimately the CEO chair.

They've been trying it with the publicly traded gun manufacturers as well.

Yep, the old interlocking boards of directors. The left activist fungus has infected and taken over that realm and pulls the strings from the smoky back room.

[mystery-ak]

https://twitter.com/grandoldmemes/status/1958298548287516862

[rustynail]

Logo's are changed when businesses to outwardly communicate a change in corporate culture.

So, Cracker Barrel has chosen to eschew its legacy and become more bland and indistinguishable, likely in a bid to expand nationally or internationally.  He's betting that future growth in newer markets will offset upsetting its traditional customer base.

I wouldn't be surprised if this was part of a multi-phase plan to get away from the name 'Cracker Barrel', like when 'Nabisco' changed its name to 'Mondelez'.

National Biscuit Company is something I could understand.  What the hell is a 'Mondelez'?

The name Mondelez is derived from the Latin word mundus ("world") and delez, a fanciful modification of the word "delicious."

[Cyber Liberty]

Some wag on Fox Business said they got rid of the cracker and the barrel on their Logo.   

[MeganC]

Cracker Barrel reveals new logo, CEO Julie Felss Masino says people love their new rebrand.

https://twitter.com/CollinRugg/status/1958248356091949349

I see those glasses on bitch women and I feel my blood pressure rise.

[mountaineer]

I see those glasses on bitch women and I feel my blood pressure rise.

Yeah, it's like Rachel Maddow is her stylist. 

[mountaineer]

Kind of funny, but non unexpected: the left are accusing us of being irate and hysterical over Cracker Barrel's new logo.

Trust me on this, I don't really care about a restaurant I've dined in only once in my life (and that was about 20 years ago). We're just commenting, fellas. It's okay.


 

[Cyber Liberty]

Kind of funny, but non unexpected: the left are accusing us of being irate and hysterical over Cracker Barrel's new logo.

Trust me on this, I don't really care about a restaurant I've dined in only once in my life (and that was about 20 years ago). We're just commenting, fellas. It's okay.

I've been there a few times.  Last time the food was lousy (Chicken Fried Steak was more breading than gristly steak, and the Biscuits were hard as a rock and dry), so I  won't be back.

[Bigun]

I've been there a few times.  Last time the food was lousy (Chicken Fried Steak was more breading than gristly steak, and the Biscuits were hard as a rock and dry), so I  won't be back.

The food was far from worthy of a forty-minute wait last week. I won't be back!

[DB]

I've been there a few times.  Last time the food was lousy (Chicken Fried Steak was more breading than gristly steak, and the Biscuits were hard as a rock and dry), so I  won't be back.

I've been there a couple of times, didn't care for it. I called it Crapper Barrel...

[Cyber Liberty]

I've been there a couple of times, didn't care for it. I called it Crapper Barrel...

It used to be reliably good....

[mystery-ak]

 Published August 21, 2025 2:32pm EDT
Cracker Barrel stock plunges amid brand makeover backlash
Cracker Barrel has embarked on a $700M rebrand

By Amanda Macias FOXBusiness

The fallout from Cracker Barrel's logo change and restaurant makeover isn't over. Shares of the food chain plunged Thursday as customer backlash and investor unease drove the chain’s worst losing streak in months.

Shares of Cracker Barrel (CBRL) tumbled more than 12% on Thursday, the steepest drop since April.

The stock, down 16.47%, is on pace for its worst five-day stretch since Feb. 14, when it dropped 17.7%. Cracker Barrel’s stock fell to $52, down more than $6, or about 11%, marking its lowest level since mid-June. Shares gained slightly to $53.48 by the afternoon.

Since May, Cracker Barrel, beloved for its Southern comfort food, front-porch rocking chairs and gift shop filled with knickknacks and old-fashioned sweets, has embarked on a $700 million transformation across its 660-plus restaurants.

The sweeping makeover includes "decluttered" dining rooms, a revamped menu and other changes aimed at updating a brand long rooted in nostalgia.

On Tuesday, the brand unveiled its new logo, which drops an illustration of a man resting his arm on top of a wooden barrel, a folksy image that has embodied the brand's southern hospitality for the last 56 years.

more
https://www.foxbusiness.com/markets/cracker-barrel-stock-plunges-amid-brand-makeover-backlash

[DB]

They claim they're spending $700 million on the revamp, over a million per store...

Now they're going to be saddled with massive debt that has to be serviced while they have declining profitability. The odds of a debt spiral coming soon would seem very high...

[jmyrlefuller]

Logo's are changed when businesses to outwardly communicate a change in corporate culture.

So, Cracker Barrel has chosen to eschew its legacy and become more bland and indistinguishable, likely in a bid to expand nationally or internationally.  He's betting that future growth in newer markets will offset upsetting its traditional customer base.

I wouldn't be surprised if this was part of a multi-phase plan to get away from the name 'Cracker Barrel', like when 'Nabisco' changed its name to 'Mondelez'.

National Biscuit Company is something I could understand.  What the hell is a 'Mondelez'?

Indeed, this reeks of another one of those "Please don't turn me into an oversimplified logo!" rebrandings that were so popular just a few years ago.


https://www.youtube.com/watch?v=LoYP2mEJDJs

[rustynail]

[txradioguy]

According to the NY Times Cracker Barrel is "too white too Southern and too many conservatives eat there"

Yeah...looks like Cracker Barrel is going to Bud Light themselves

[berdie]

According to the NY Times Cracker Barrel is "too white too Southern and too many conservatives eat there"

Yeah...looks like Cracker Barrel is going to Bud Light themselves

That's crazy!! How in the heck would a restaurant know these things? I waited tables many years ago and I have no idea of the political persuasion of a patron. As far as their skin color...as long as they paid (and tipped) I don't remember a problem. Have things degarded that badly?

I can't say I've ever gone to CB. But it sounds like the food isn't as good as it once was. Maybe that's more of a problem than their lolg.

[240B]

WOW! THAT NEW CRACKER BARREL LOGO IS SO ORIGINAL! It is so attractive and exciting. It was worth every penny of the $520 million dollars the C-B executives paid the artistic designers to come up with this. I have never seen anything like it!

[Cyber Liberty]

According to the NY Times Cracker Barrel is "too white too Southern and too many conservatives eat there"

Yeah...looks like Cracker Barrel is going to Bud Light themselves

Yup.  Fortunately the food got crappy a year or so ago so they won't be missed.

[corbe]

[240B]

These are so similar, golden corral may be able to sue. The font is not 'exactly' the same but the, c/r/a/e/l, are very close to the same thing.

[txradioguy]

Yup.  Fortunately the food got crappy a year or so ago so they won't be missed.

The one here is still pretty good.  As long as they don't mess up the chicken and dumplings and their breakfast...