Cracker Barrel's Controversial Logo Overhaul Sparks Online Uproar

On August 21, 2025, Cracker Barrel, the beloved Southern-themed restaurant chain, unveiled a new logo for the first time in nearly five decades. The change has prompted a significant backlash online, particularly from conservative social media users.

The previous logo, which featured a man resting by a barrel, had been in use since 1977. Cracker Barrel's new branding is "rooted even more closely to the iconic barrel shape and wordmark that started it all," according to the company's press release. However, many customers have expressed their displeasure with the redesign, with one social media post viewed over 9 million times asking, "Why would they remove the cracker & the barrel?"

Despite the negative reaction from some, the new Cracker Barrel CEO, Julie Felss Masino, who took over the role just last month, has stated that the feedback they've received so far has been "overwhelmingly positive." Masino emphasized that the changes are meant to ensure Cracker Barrel "feels like the Cracker Barrel for today and for tomorrow."

The logo update has become a hot-button issue, with some conservatives likening it to being "woke" and even calling for the CEO to "face charges." However, many others have taken to social media to mock the outrage, with one post describing the backlash as the reason "this country is so s***."

As Cracker Barrel continues to navigate the online discourse surrounding its new branding, the company is also set to launch a new partnership with country music artist Jordan Davis, who will star in a commercial and host an event in New York on August 21st to celebrate the collaboration.