Cracker Barrel debuted a new logo Tuesday, removing the iconic image of a man resting on a barrel and returning to a text-only design for the first time in 48 years.
The Southern country-themed restaurant chain unveiled the redesigned logo as part of its “All the More” campaign, which includes new menu offerings and a collaboration with country music singer Jordan Davis. The change has prompted significant backlash online, particularly from conservative social media users.
The Old Country Store first opened in 1969 with a text-only logo before adding the image of a man sitting against a barrel in 1977. The company said the new logo “is now rooted even more closely to the iconic barrel shape and word mark that started it all.”
“Anchored in Cracker Barrel’s signature gold and brown tones, the updated visuals will appear across menus and marketing collateral, including the fifth evolution of the brand’s logo, which is now rooted even more closely to the iconic barrel shape and word mark that started it all,” the company said in its announcement.
The logo change has catapulted Cracker Barrel into online culture war debates, with millions of social media users reacting to the redesign from one of America’s most popular restaurant chains.
“Why would they remove the cracker & the barrel?” one social media user wrote on X in a post viewed over 9 million times.
Colin Rugg, a media personality, described the new logo as “depressing” in a post viewed over 5 million times. In response to this, one social media user wrote, “Why change something that didn’t need to change?” in a reply viewed over 140,000 times.
Conservative social media accounts expressed strong opposition to the change. @EndWokeness posted on X in a message viewed 1.5 million times: “Cracker Barrel CEO Julie Masino should face charges for this crime against humanity.”
@bennyjohnson wrote in a post viewed 3.5 million times: “Cracker Barrel completely changed their iconic logo for the first time in 47 years … and it’s absolutely horrible. When will they learn?”
Take a look —
Why, Cracker Barrel, why? pic.twitter.com/3VcjhgPPNt
— Alex Bruesewitz 🇺🇸 (@alexbruesewitz) August 21, 2025
Cracker Barrel completely changed their iconic logo for the first time in 47 years…
and it's absolutely horrible.
When will they learn? pic.twitter.com/ZhfVeR5CyO
— Benny Johnson (@bennyjohnson) August 20, 2025
Julie Felss Masino, who was named President and Chief Executive Officer for Cracker Barrel in July 2023, defended the change during an appearance on Good Morning America this week. She said the feedback they had received so far has been “overwhelmingly positive.”
“Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow — the things that you love are still there. We need people to choose us, and we want people to choose us,” Masino said.
Masino previously served as President, International of Taco Bell from January 2020 to June 2023, and has held roles at Fisher-Price at Mattel, Inc., Sprinkles Cupcakes, and Starbucks.
The logo change is part of a broader modernization effort by the Tennessee-based restaurant chain. Last year, the company updated the antique Southern feel of its interiors to a brighter modern vibe.
“We’ve been very transparent about our goal of making our stores feel brighter and even more welcoming than they already are, while maintaining that country hospitality and charm that we’re known for,” Chief Marketing Officer Sarah Moore told Fox News Digital earlier this year.
The “All the More” campaign also features a collaboration with country music singer Jordan Davis, who starred in a new commercial for the company.
“Cracker Barrel has always felt like home to me,” Davis said in the announcement. “It’s where the food hits just right, the people treat you like family, and the pace lets you slow down and take a breath. That’s something I try to bring into my music too; real moments that feel good and bring people together. I’m proud to be part of this next chapter and to celebrate what makes Cracker Barrel so special to so many.”
The company said popular menu items like “farm fresh scrambled eggs and buttermilk biscuits” served as inspiration for the “hues of a refreshed color palette.”
“We believe in the goodness of country hospitality, a spirit that has always defined us,” Moore said. “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.”
As part of the campaign launch, Cracker Barrel is offering customers in the United States a complimentary Classic Side with any purchase on August 23 and 24 at its nearly 660 locations nationwide.
The restaurant chain’s name originates from a time in the 19th century when people would socialize around a barrel full of crackers in a country store
Cracker Barrel, this is just sad. pic.twitter.com/auwFDLNTaG
— Benny Johnson (@bennyjohnson) August 21, 2025