Cracker Barrel Halts Restaurant Renovations After Backlash Over Logo Change
Cracker Barrel has announced it will pause planned restaurant renovations after facing intense backlash over a recent logo redesign that triggered a sharp drop in its stock price.
The popular U.S. restaurant chain confirmed the decision in a post on X (formerly Twitter), telling customers, “If your restaurant hasn’t been remodeled, you don’t need to worry, it won’t be.” The move comes just weeks after the company introduced a new, simplified logo that removed its signature “Old Timer” figure and iconic barrel.
The logo was met with swift and fierce criticism online, particularly from conservatives and far-right influencers who labeled the change as “woke.” The uproar sent Cracker Barrel shares tumbling by as much as 12%, prompting the company to revert to its classic branding. Even former President Donald Trump weighed in, applauding the reversal on his Truth Social platform, writing, “All of your fans very much appreciate it. Make your customers happy again!”
Cracker Barrel had initially tested its new minimalist logo and restaurant design – featuring lighter interiors and fewer of the chain’s trademark antique decorations – at only four of its 660 locations. The plan aimed to modernize the dining experience but faced resistance from loyal customers who value the brand’s nostalgic Americana aesthetic.
“The vintage Americana you love will always be here – the rocking chairs on the porch, our fireplaces and peg games, unique treasures in our gift shop, and antiques straight from our warehouse in Lebanon, Tennessee,” the company assured fans on its website.
In a follow-up statement, Cracker Barrel said, “With our recent announcement that our ‘Old Timer’ logo will remain, along with our bigger focus in the kitchen and on your plate, we hope today’s step reinforces that we hear you.”
The paused renovations are part of a broader $700 million transformation initiative, which also includes menu updates and new food offerings. The company has not yet confirmed whether those other aspects of the plan will move forward.
The controversy highlights the risks brands face when modernizing their identity, especially when longstanding symbols hold deep sentimental value for customers.
