Cracker Barrel has walked back its plans to remodel its restaurants after scrapping a controversial logo change that removed Uncle Hershel the “Old-Timer.”
The Tennessee-based chain faced massive backlash in August after it rolled out a new “modernized” logo as part of a rebrand that also stripped away the brand’s Americana wall décor. Fans across the political spectrum slammed the move, accusing the company of abandoning its identity.
The criticism was so severe that Cracker Barrel’s stock price dipped and, just a week later, the company reversed course by reinstating Uncle Hershel. Now, the brand has confirmed it’s also halting restaurant remodels tied to the rebrand.
“We heard clearly that the modern remodel design does not reflect what you love about Cracker Barrel,” the company said in a statement.
Cracker Barrel cancels plans to remodel restaurants
According to the Associated Press, the rebrand plan was first introduced in May 2024 by new CEO Julie Felss Masino, formerly of Taco Bell and Starbucks. Masino argued that Cracker Barrel’s relevance was waning needed changes to bring customers back, including remodeled stores, updated menu items, and more efficient kitchens.
At the time, Cracker Barrel planned to remodel 25-30 locations in its 2025 fiscal year. Only four of its 660 restaurants were remodeled in the initial test. While Masino said feedback at two redesigned stores was positive, online backlash extended to both the logo and the store interiors.
Although the restaurant chain is abandoning its remodel plan, Cracker Barrel insists improvements will continue without touching its nostalgic look.
“Of course, we will continue to invest in our restaurants to make sure that they are in good shape and meet your expectations,” the company added.
For now, the rocking chairs, country store vibe, and Americana décor appear safe as Cracker Barrel leans back into what made it a cultural staple in the first place.
