Cracker Barrel Halts Restaurant Remodels Following Customer Backlash Over Rebranding
Cracker Barrel announced Tuesday it is indeed suspending all restaurant remodels, the latest development in the controversy surrounding its recent rebranding efforts. The decision comes after the company faced meaningful criticism for a new logo unveiled in late August, which eliminated its “Uncle Herschel” character and the “Old country Store” wording in favor of a more modern aesthetic.
The logo change sparked a widespread backlash on social media,even drawing a rebuke from president Donald Trump,who called it “a mistake” on his Truth Social platform.
Alongside the logo rebrand, Cracker Barrel had been testing a more modern restaurant layout in four of its 660 locations. Though, the company stated that customer feedback prompted a complete halt to the remodel process.
“We heard clearly that the modern remodel design does not reflect what you love about Cracker Barrel,” the company saeid in a statement. “The vintage Americana you love will always be here – the rocking chairs on the porch, our fireplaces and peg games, unique treasures in our gift shop and antiques pulled straight from our warehouse in Lebanon, Tennessee.”
The rebranding initiative stemmed from a “strategic transformation plan” unveiled in 2024, which aimed to “evolve the store and guest experience.” The original plan included remodeling 25 to 30 stores in fiscal 2025.
Following the declaration of the logo’s return to its original design on August 27, Cracker Barrel’s shares rose more than 8% in a single day. The company affirmed its continued investment in restaurant maintenance to meet customer expectations.
