Cracker Barrel Revamps Branding by Ditching Modern Touches

Cracker Barrel is making some significant changes to its country store style, moving away from modern decorations.

In August, the brand altered its traditional store model, even removing the old-timer character from its logo. This decision ignited a considerable backlash from consumers and drew criticism from prominent investors.

“We hope that today’s steps will strengthen our listening to you,” the company stated.

As part of an effort to reconnect with customers, Cracker Barrel has decided to completely abandon its updated branding. As of Monday, this shift includes reversing the modern adjustments.

In a video shared by the company, images from Smyrna, Tennessee reveal a Cracker Barrel store with its newly designed logo taken down. The new sign’s letters have been replaced with an “Old Country Store” sign.

The company removed a display featuring 20 tin cans, along with cutting boards that were previously hung on the interior dining walls.

“Sometimes you need a little adjustment, like a good relationship,” the company noted in a post. “We’re back to what we all fell in love with in the first place.”

Cracker Barrel reassured customers there was no reason to worry about changes to the restaurants.

In further comments, a spokesperson expressed hope that these adjustments would reinforce customer feedback, emphasizing the renewed focus on the brand’s “old timer” logo and the dining experience.

This isn’t the only significant adjustment the company has made; it seems they are distancing themselves from diversity initiatives as well, at least in terms of their public presence.

Over the past year, Cracker Barrel has altered its previously prominent “Variety, Equity, Inclusion, Attribution” page. It’s now labeled “Culture and Inclusion,” but includes elements that some may find contradictory, such as efforts to empower women and build relationships with the LGBTQ+ community.

There were also initiatives like “Be Bold,” aimed at fostering black leaders. As of now, these diversity-focused messages don’t appear on the new page, which instead promotes “The Herschel Way,” offering a message of warmth and togetherness.