When Cracker Barrel changed its logo for the first time in 48 years, it probably didn’t expect a storm of backlash. But that’s exactly what happened. The restaurant chain, known for its country-style food and old-fashioned charm, faced a wave of criticism from loyal customers who felt the new logo was a step too far.
The company launched the new logo as part of a campaign called “All the More.” The idea was to modernize the brand’s image, with updated restaurant designs and a fresh look. But many customers didn’t see it that way. Instead, they saw the change as an attack on tradition—another example of a company trying to fix something that wasn’t broken.
The backlash grew quickly online. Social media posts poured in from people angry about the change. Some accused the company of going “woke,” while others said they felt Cracker Barrel was turning its back on its roots. The pushback got so big that even President Donald Trump stepped in to comment. That’s when Cracker Barrel knew it had a problem on its hands.
In response, Cracker Barrel made a sharp U-turn. They decided to keep the original “Old Timer” logo and canceled the planned remodels of their restaurants. In a public statement, the company said, “You’ve shared your voices in recent weeks… We’re continuing to listen.” They made it clear that customer feedback had changed their direction.
But by then, the damage had already started to show.
In its most recent earnings call, Cracker Barrel revealed that customer traffic had dropped by 8 percent in the past month. That’s a big hit for any restaurant chain. The company now expects a decline in traffic of 4 to 7 percent for the 2026 fiscal year if the trend continues. And on the same day as the earnings call, Cracker Barrel’s stock took a 9 percent dive in after-hours trading.
Even though same-store sales were up 5.4 percent earlier in the year, overall revenue was down by nearly 3 percent. These numbers came out just before the controversy over the logo really exploded, so the full impact might not be fully visible yet. As Cracker Barrel’s Chief Financial Officer Craig Pommells explained, the logo fallout is clearly hurting the brand.
Still, it’s not all bad news. The company’s loyalty program, which rewards repeat customers, added 300,000 new members in just four weeks. That shows that even during a hard time, some people are still sticking with Cracker Barrel. CEO Julie Felss Masino tried to stay upbeat, saying, “There is a lot to be optimistic about.”
But not everyone is convinced. Some critics have called for Masino to step down after the logo disaster. So far, the company hasn’t given any sign that she’s leaving.
Cracker Barrel now says it will focus on improving its food and kitchen operations instead of changing its look. That might be a smart move. After all, people don’t go to Cracker Barrel for modern design—they go for comfort food, rocking chairs, and a taste of simpler times.
This whole episode is a reminder of something important: not every change is a good one. In today’s world, companies often try to keep up with trends or appeal to new audiences. But in doing so, they sometimes forget what made them popular in the first place. Cracker Barrel learned that the hard way.
By listening to their customers and reversing course, the company may be able to win back some trust. But the drop in traffic and sales is a clear sign that the damage has already been done. Going forward, Cracker Barrel will need to rebuild its brand not through flashy updates, but by staying true to the experience their loyal customers have always loved.