Cracker Barrel unveiled a redesigned logo that emphasizes the iconic barrel shape while removing the barrel image and the man figure. The rebrand accompanies new TV commercials, a redesigned menu, and several fall-themed foods as part of a $700 million modernization effort aimed at attracting new diners. The chain is remodeling more than 660 restaurants by decluttering walls, removing country-themed trinkets, and lightening interiors away from dark woods. Reactions have been mixed on social media, including viral TikTok criticism and objections from some loyal customers and conservatives. CEO Julie Felss Masino reports overwhelmingly positive feedback and says the renovations are working.
Cracker Barrel's modern makeover doesn't stop with redoing its restaurants. It's dropping the barrel and the man from its logo, too. On Tuesday, the Southern-inspired casual dining chain unveiled a new logo rooted even more closely to the iconic barrel shape, but without the barrel itself a central part of the brand's identity since 1977. (As for the the barrel itself, it was essentially the water coolers of the day, Cracker Barrel explained in a blog post.)
The identity refresh also includes new TV commercials, a redesigned menu and several new fall-themed foods, part of a larger $700 million transformation plan to shake off its stodgy image and lure in new diners. The way we communicate, the things on the menu, the way the stores look and feel all of these things came up time and time again in our research as opportunities for us to really regain relevancy, said CEO Julie Felss Masino in 2024.
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