Cracker Barrel’s new logo sparked intense online criticism, with some conservative voices calling it the company’s “Bud Light moment.” Despite the backlash, CEO Julie Felss Masino stated the response has been “overwhelmingly positive.”
The company unveiled the redesigned logo Tuesday as part of a broader rebranding campaign for Cracker Barrel Old Country Store restaurants. For the first time since 1977, the iconic image of a man sitting on a barrel has been removed, replaced by a simplified text-only design.
According to a press release, the new branding remains “anchored in Cracker Barrel’s signature gold and brown tones” and is “rooted even more closely to the iconic barrel shape and word mark that started it all.”
Masino told Good Morning America, “People like what we’re doing. Cracker Barrel needs to feel like the Cracker Barrel for today and tomorrow. The things you love are still here. We need people to choose us, and we want people to choose us.”
Story Highlights
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Logo Change: Cracker Barrel removed its long-standing man-on-a-barrel image for a text-based design.
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Reason: Part of a modernization strategy aimed at future branding.
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CEO Response: Julie Felss Masino says feedback is “overwhelmingly positive.”
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Critics’ Reaction: Social media backlash calls the design “bland,” “horrible,” and “woke.”
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Comparison: Some conservatives compare it to Bud Light’s controversy.
Criticism Over Logo Change
Many social media users voiced frustration, particularly on the right, calling the redesign “dull” and claiming it undermines the brand’s identity.
“They took away the cracker and the barrel. What even is the point now?” radio host Jesse Kelly wrote.
Conservative influencer Benny Johnson called the change “absolutely horrible,” while RedState columnist Bonchie said, “This is how you destroy a brand.”
Donald Trump Jr. asked on X, “WTF is wrong with @CrackerBarrel??!” Writer Rod Dreher labeled it “The New Coke of corporate logos. Dull and unasked-for.”
Country singer John Rich suggested it could become a “Bud Light moment” for the brand.
Sean Davis, co-founder of The Federalist, expressed frustration, writing, “All I want is to sit down next to a roaring fire after church in a cozy country diner run by patriots and have a hot stack of pancakes served by an old woman named Maude who calls me ‘hon’ or ‘darlin.’ Apparently, it’s too much to ask.”
National Review reporter James Lynch added, “There’s a new trend where corporate marketing departments with nothing to do ruin classic company logos for no reason.”
Brand Redesign and Company Response
This controversy follows earlier criticism over Cracker Barrel’s restaurant makeover videos, which went viral and were labeled “bland and boring.”
Chief Marketing Officer Sarah Moore previously told Fox News Digital that the transformation reflects guest and employee feedback. Moore stated, “We are listening to what guests ask for – brighter spaces, less clutter, more booth seating, and more comfort while dining.”
She added, “It’s about taking feedback and testing remodels that represent who we are while creating a brighter, lighter, fresher experience.”
Cracker Barrel has not yet issued further comments regarding the backlash.
Cracker Barrel’s logo redesign marks a major shift for the iconic brand, aiming to modernize its image while preserving its roots. However, the move has ignited strong reactions online, with critics accusing the company of abandoning its traditional identity. While leadership insists the feedback is “overwhelmingly positive” and reflects customer demands, the backlash highlights the growing divide between modernization efforts and consumer expectations. Whether this rebranding strengthens the brand or becomes a cautionary tale like “New Coke” remains to be seen.
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