Cracker Barrel has changed its logo.
Gone is the man leaning on a barrel. The new logo is — in a word — minimalistic. No art, just the words “Cracker Barrel.”
The restaurant, known for its southern-style comfort food, debuted the logo Tuesday, per Fox News.
When the business first opened in 1969, the logo had text only. Then, it rebranded in 1977 when the man and barrel were added.
The new design marks the first time in 48 years that the logo only features text.
According to Cracker Barrel, the new logo “is now rooted even more closely to the iconic barrel shape and word mark that started it all.”
“Anchored in Cracker Barrel’s signature gold and brown tones, the updated visuals will appear across menus and marketing collateral, including the fifth evolution of the brand’s logo, which is now rooted even more closely to the iconic barrel shape and word mark that started it all,” the company said in an announcement.
The “hues of a refreshed color palette” were inspired by popular menu items such as “farm fresh scrambled eggs and buttermilk biscuits,” the company said.
The new logo comes part and parcel with a new campaign — “All the More” — that includes new menu items as well as a collaboration with country music singer Jordan Davis. Davis starred in a new commercial.
“Cracker Barrel has always felt like home to me,” Davis said in the announcement. “It’s where the food hits just right, the people treat you like family, and the pace lets you slow down and take a breath. That’s something I try to bring into my music too; real moments that feel good and bring people together. I’m proud to be part of this next chapter and to celebrate what makes Cracker Barrel so special to so many.”
The comany’s chief marketing officer said the company will lean heavy into “heartfelt hospitality.”
“We believe in the goodness of country hospitality, a spirit that has always defined us,” Sarah Moore said. “Our story hasn’t changed. Our values haven’t changed. With ‘All the More,’ we’re honoring our legacy while bringing fresh energy, thoughtful craftsmanship and heartfelt hospitality to our guests this fall.”
Many past and future guests weighed in on the logo change — and the reactions were not very hospitable.
This includes a member of the first family, Donald Trump Jr., who simply wrote on X, “WTF is wrong with @CrackerBarrel??!”
Others were left scratching their heads, too.
