While the iconic rocking chairs still welcome guests to the restaurant, Cracker Barrel has a different look and feel. Even before guests sit down at a table to order chicken and dumplings, the classic country store feels different. It is more than decluttering the walls, this restaurant brand and its new logo feel like a whole new dining experience.
Cracker Barrel guests question what have they done to the restaurant?
Recently, Cracker Barrel announced a new approach to its restaurant concept. Although the country hospitality continues to influence the brand, the look, feel and approach is modern, refreshed and energized.
Continuing the rollout of restaurant makeovers that began in 2024, the “All the More” concept is designed to feel inviting and modern. Unfortunately, the experience left some guests feeling empty.
The new logo reflects changes within the restaurant. Instead of the country charm, grey, plain walls fill the space. While some of the kitschy décor was not everyone’s taste, the new look has guests saying on TikTok “they decrackered the barrel.” Another person commented that “They millennial greyed it…. where’s the fireplace?”
Speaking about the new Cracker Barrel logo and new campaign, Sarah Moore, Chief Marketing Officer of Cracker Barrel said, “We believe in the goodness of country hospitality, a spirit that has always defined us. Our story hasn’t changed. Our values haven’t changed. With ‘All the More,’ we’re honoring our legacy while bringing fresh energy, thoughtful craftsmanship and heartfelt hospitality to our guests this fall.”
Can Cracker Barrel modernize yet not alienate its loyal customer base?
When Cracker Barrel CEO Julie Felss Masino appeared on GMA, she commented that both employees and customers are excited for the brand refresh. Previously, the restaurant brand commented to the NY Post that “The updates underway in our stores are inspired by the voices of both our guests and team members, and reflect our ongoing commitment to making our stores feel brighter and even more inviting, all while preserving the warm, country hospitality and charm that define us.”
Unfortunately, the feedback to this sleek, modern design is mixed. The colors are the same, but the font is different, which reflects the refreshed concept. The logo is just words. There is still warmth, but it far different that grandpa’s classic look.
While Cracker Barrel has had various versions of its logo over the years, the latest change just adds to consumers’ uncertainty about the company’s direction. While social media advertising and new campaigns target a new consumer, the restaurant brand cannot alienate its loyal customer base.
The new logo is starting rollout across the restaurants. Whether or not guests learn to find joy minimalist approach remains to be seen. Luckily, Cracker Barrel has not changed its pancake or biscuit recipe. That revamp would be a bigger travesty.
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