Cracker Barrel is experiencing significant backlash following the introduction of its new logo. The popular southern comfort food chain has altered its signature antique aesthetic, which has not been well received by many customers. The rebranding is part of the company’s broader “All the More” campaign, which includes new menu items, renovations, and a refreshed brand image.

The restaurant chain, based in Middle Tennessee, announced the changes in a news release. Chief Marketing Officer Sarah Moore stated, “We believe in the goodness of country hospitality, a spirit that has always defined us. Our story hasn’t changed. Our values haven’t changed.” The new logo features a minimalistic design, removing the traditional image of a man sitting next to a wooden barrel, which has been a staple for nearly five decades.

The rebranding has sparked outrage on social media, with critics from both sides of the political spectrum voicing their discontent. Notable figures, including Donald Trump Jr. and California Governor Gavin Newsom, have expressed their criticism. Social media users have also chimed in, with comments like, “Put the grandpa back on the logo,” and “Absolutely no one was offended by the old logo.” Many users described the new design as “cold and sterile,” indicating a loss of the restaurant's traditional charm.

In response to the backlash, Cracker Barrel CEO Julie Felss Masino defended the changes during an appearance on Good Morning America. She emphasized that the essence of Cracker Barrel remains intact, stating, “Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow – the things that you love are still there.”

The company has invested $700 million in this rebranding effort, which marks the first logo change in 48 years. Despite the criticism, Cracker Barrel maintains that the heart and soul of the brand have not changed. In a statement, the company reassured customers that “Uncle Herschel” remains a central figure in their restaurants and on their menu, representing the foundation of their hospitality.

Cracker Barrel has been a beloved destination for comfort food and community since its founding in 1969. The new logo aims to modernize the brand while still honoring its legacy. The company hopes that these changes will resonate with both new and returning customers.