Cracker Barrel reverses logo change amid customer outrage
- Cracker Barrel faced intense criticism after unveiling a new logo, leading to a drastic reduction in customer visits and stock value.
- In response to customer feedback, the company reversed its logo decision and paused ongoing restaurant remodels.
- Cracker Barrel aims to strengthen customer relations and revive sales despite a projected decline in revenue and foot traffic.
In Lebanon, Tennessee, Cracker Barrel Old Country Store experienced significant customer backlash after introducing a new logo in August 2025, which eliminated its iconic 'Old Timer' figure. This change was viewed unfavorably by many customers, leading to an approximately 8% decline in restaurant traffic since its announcement. The backlash resulted in a loss of over $140 million in market value as shares dropped significantly. By mid-September, amidst deteriorating sales expectations, the company decided to abandon the new logo in favor of restoring its traditional branding. Furthermore, all remodeling efforts were suspended as Cracker Barrel sought to re-establish a stronger connection with its customer base. CEO Julie Masino acknowledged the miscalculation in understanding customer attachment to the brand's nostalgic elements and committed to enhancing the dining experience while integrating feedback from patrons. Despite the tumult, Masino underscored optimism for the future as Cracker Barrel moves to rectify past missteps and adapt its strategies.