Cracker Barrel recently introduced a new logo for its beloved restaurant and general store chain. This followed a period of store remodels and menu changes that have been promoted by CEO Julie Masino, who was hired in 2023. Though the restaurant ‘refreshes’ were not universally preferred, business was improving, and the stock price was up 32% over a 12-month period. But the logo change appears to have been a step too far. Open criticisms and boycott threats resulted in a drop in company value of about $100 million, and the company ditched the revised logo in favor of the old one in just one week.
Cracker Barrel saw much of its growth in the 1990s, with revenue being flat recently and profit declining sharply from $99 million in 2023 to about $40 million in 2024. Investors were clamoring for something to move the needle in the right direction, and the company hoped to expand its customer base from retirees and road-trippers to capture more of the youth market. Masino warned against relying too much on the “timeless nature of our concept.”
But logo changes are sometimes perilous because customers become emotionally attached to the imagery associated with a brand. For this brand in particular, nostalgia is deeply tied to its meaning and updating it risks feeling inauthentic. The new logo eliminates the human component by removing the overall-clad old-timer character known as Uncle Herschel, while keeping the color palette and emphasizing a barrel shape. The logo is simpler, aligning better with minimalist approaches that are popular today but perhaps at odds with the folksy southern aesthetic that is synonymous with Cracker Barrel. Some described it as bland and soulless. A poll found that 76% of people preferred the old logo to the new one.
Some experts say it was a predictable failure since the company ignored an important principle. You should not alienate your core customers in search of new ones.
Activities:
- Ask students: Do you prefer Cracker Barrel’s previous logo or the new one? Share the poll findings that 76% preferred the old one. Are you part of the Cracker Barrel’s core customer segment?
- Have students visit Cracker Barrel’s website: https://www.crackerbarrel.com/. How is the brand represented by the website? In particular, it may be helpful to look at the products available for sale in addition to the menus.
- Good Morning America has a short video about the logo change here: https://www.youtube.com/watch?v=IQ5QxwCbSaw.
- Ask students to form small groups and create a pros and cons list for sticking with the new logo compared to returning to the old one. Which do you recommend? Are there additional options that should be considered? Alternatively, the issues could be explored with debate-style preps from two groups.
Sources: Haddon, Heather, (25 Aug 2025) How a Cracker Barrel Logo Change Spawned a Political Firestorm, Wall Street Journal. Cerullo, Megan, (27 Aug 2025) Cracker Barrel refreshed its logo and paid the price. Here’s what brand experts say went wrong., cbsnews.com.
