Cracker Barrel Old Country Store is doubling down on its nostalgic charm, halting all restaurant remodels and retaining its iconic logo after a wave of customer criticism. The chain announced Tuesday it would preserve its signature homespun decor—rocking chairs, fireplaces, peg games, and eclectic antiques from its Lebanon, Tennessee warehouse—following pushback against a modernized look tested in four of its 660 locations.
In a statement titled “We Hear You,” Cracker Barrel emphasized its commitment to a “warm and welcoming space” for families, ensuring the “vintage American” aesthetic remains intact. “The unique treasures in our gift shop and antiques pulled straight from our warehouse will always be here,” the company said.
The backlash began in August 2025 when Cracker Barrel unveiled a minimalist logo, ditching the beloved “Old Timer” (a figure in overalls by a barrel) and “Old Country Store” subtitle. The redesign, part of a $700 million transformation led by CEO Julie Felss Masino to attract younger diners, sparked accusations of “sanitizing” the brand’s heritage.
Social media erupted, with conservative voices and customers slamming the changes as “woke.” President Trump amplified the outcry, calling for Masino’s resignation and a return to the traditional logo on social media.
The Wall Street Journal reports the remodels, tested at four locations, swapped rustic clutter for a brighter, “modern farmhouse” style with open seating, fewer antiques, and contemporary touches like white wainscoting. Fans decried the loss of the chain’s cozy, eclectic vibe.
“People have an emotional connection with the brand,” Masino said in June, expecting customers to warm to the changes. Instead, the backlash intensified, with boycott threats and a political firestorm over the logo and perceived shifts in workplace diversity policies.
On August 27, Cracker Barrel reversed the logo change, restoring the 1977 design. Tuesday’s announcement shelved the remodels entirely, with the four test sites unchanged but no further rollouts planned.
Shares, which rebounded 8% after the logo reversal, are still down 17% since the controversy began. Data from Second Measure and Placer.ai shows a 7% drop in credit/debit card sales and 5% lower foot traffic for the week ending August 31, reflecting the fallout.
Cracker Barrel’s retreat highlights the risks of rebranding a heritage chain, especially amid cultural divides. The company now focuses on menu innovations and maintaining its traditional appeal to stabilize its 70,000-employee operation and $3.5 billion business.