Cracker Barrel Stops Remodeling Restaurants Amid Branding Controversy

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Cracker Barrel Loses Nearly $100 Million in Value Following Logo
A Cracker Barrel Old Country Store sign is visible atop one of its restaurant stores April 12, 2002 in Naperville, IL. Tim Boyle/Getty Images/Getty Images

Cracker Barrel has announced it will stop remodeling its restaurants, following strong customer pushback and a controversial logo change that sparked debate and financial losses.

The decision was shared on the company's website Tuesday, where Cracker Barrel stated, "If your restaurant hasn't been remodeled, you don't need to worry—it won't be."

The chain added that customer feedback, not just about the logo but also the store redesigns, played a key role in the reversal.

Earlier this year, Cracker Barrel had plans to remodel 25–30 locations and refresh another 25–30 in hopes of attracting younger customers, USA Today reported.

The remodeled stores featured brighter lighting, modern furniture, and fewer traditional decorations—design choices that many loyal diners felt stripped away the chain's classic, cozy charm.

Customers were quick to voice their disappointment online. One said, "If I can't struggle to read the tri-fold paper menu by the light of a kerosene lamp on my wobbly table in the most uncomfy wood chair, I don't want it." Another wrote, "We eat here for a reason... I want grandma's house back."

So far, only four of Cracker Barrel's 660 stores had received the full redesign. These will remain as they are, but all other locations will keep their current look.

Cracker Barrel Responds to Criticism, Cancels Redesigns

The company assured customers that it still plans to keep all of its locations well-maintained and up to standard.

The halted remodels come just two weeks after Cracker Barrel also reversed its logo update.

In August, the company introduced a new, simplified design that removed the man sitting next to a barrel. The logo kept the traditional brown and gold colors but was seen by some as "cold and sterile."

The logo change drew criticism on social media, and even former President Donald Trump chimed in, calling the update a mistake and urging the company to return to its original branding.

According to CBS News, Cracker Barrel quickly responded, confirming the "Old Timer" logo would stay.

Marketing experts say the company likely hoped the rebranding would help boost financial performance.

In 2024, Cracker Barrel generated $3.5 billion in revenue, showing only a slight increase from the year before.

However, its net income dropped significantly to $40.9 million, compared with $99 million the previous year.

"They needed to turn the ship around," said Vanderbilt marketing professor Kelly Goldsmith, "but the plan just didn't land with customers."

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