The company had already begun putting
the new logo on its menus. (Photo Credit: Tanya Gazdik/MediaPost)
Cracker Barrel is retreating with its tail between its legs regarding all aspects of a planned glow up that
included interior design changes at its restaurant/stores.
“Cracker Barrel said that its minimalist and lighter design, which removed its dark woods and many of the
trademark tchotchkes that lined the walls, was tested at only four out of 660 restaurants,” according to
CNN Business. “The cancelled remodel comes a few weeks after Cracker Barrel rolled out a new logo that eliminated its so-called ‘old timer’ figure and the barrel itself. The
minimalist logo was trashed online, particularly by conservatives and far-right influencers who called it ‘woke,’ sending the stock down as much as 12%, and the company reverted back
to its previous logo.”
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The brand once again took to social media to assure the world that the tchotchke-filled store decor will remain.
“You’ve shared your voices in recent weeks not just on our logo, but also on our restaurants,” the chain said on X. “If your restaurant hasn’t been remodeled, you don’t need to worry, it won’t be.”
The original plan, announced in March, included remodeling 25-30 locations and "refreshing" another 25-30 with an aim to attract younger crowds.
“Cracker Barrel
said it had only tested the remodel in four of its 660 locations,” according to
USA Today. “According to a TikTok
video Cracker Barrel posted last year, updated restaurants featured new lighting, decor, and tables and chairs. Instead of wall dividers covered with Southern-style wall decor, bookcases held
a handful of items, highlighting the more open feel.”
The refreshed brand symbol created a fervor that caused the company's stock to lose as much as $200 million in market value, according to CBS News.
Cracker Barrel CMO Sarah Moore has gone quiet since
originally defending the changes in statements to Adweek and to AdAge on Aug. 22. She is still listed in Cracker Barrel’s management page in the Investors section of its website.