Cracker Barrel is once again under fire, this time not just for its logo, but for the food on its plates. The well-known Southern-style restaurant chain, popular for its down-home meals and country-store atmosphere, is facing growing criticism from longtime customers who say the food doesn’t taste the way it used to — and some of their favorite menu items have disappeared entirely.
The backlash comes just months after Cracker Barrel sparked outrage in August with a new logo rollout that many online called “woke.” The change included removing its longtime “old timer” character — a move that didn’t sit well with a large part of the brand’s traditional customer base. The company reversed course on the rebrand after conservative backlash reached all the way to President Donald Trump, who publicly criticized the changes.
Now, as the holidays approach — typically Cracker Barrel’s busiest season — the focus has shifted to the food itself. According to a recent report from The Wall Street Journal, customers have been voicing frustration that their meals don’t have the same flavor or quality they once did. Many also say they’re disappointed to find that some classic dishes are no longer available.
The changes come as part of Cracker Barrel’s plan to cut costs and streamline operations in its kitchens. While that may help the company’s bottom line, it’s clearly not winning over everyone at the table. For example, the chain has started making its well-known biscuits in large batches and refrigerating them, instead of preparing them fresh throughout the day. Green beans, once cooked the traditional way in stovetop kettles, are now being baked in ovens.
Cracker Barrel confirmed on Tuesday that overall sales dropped five percent in the most recent quarter. The company also reported that retail sales — a key part of the business that includes items like candy, toys, and home goods sold in its attached country stores — have fallen 8.5 percent compared to the same period last year.
Some loyal customers are not holding back. Craig Watkins, a 73-year-old retired race-car engineer and regular diner, told The Wall Street Journal that Cracker Barrel needs to bring back its classic dishes and get back to what made it special. He also expressed frustration with the restaurant’s syrup, saying, “I want pure syrup on pancakes, not that watered-down junk.” Watkins now brings his own maple syrup when he eats there.
Cracker Barrel says it’s listening. The company has begun working to restore older cooking methods and bring back menu favorites like Campfire Meals and Uncle Herschel’s Favorite Breakfast. These changes come as the company braces for the holiday rush, a time it calls its “Super Bowl” because of the high volume of customers dining in and ordering meals to-go for family gatherings.
Glad to hear Cracker Barrel leadership admitting their food is a problem.
This is exactly what we needed to hear! People will come back once they fix it, and it sounds like they understand that now. pic.twitter.com/0fz8g74ZIg
Should Cracker Barrel bring back classic menu items and cooking methods?— Defiant L’s (@DefiantLs) November 21, 2025
After facing heavy criticism over the logo rebrand, the company has paused store remodels and made leadership changes. Julie Felss Masino, who was hired in 2023 after working in top roles at Taco Bell and other major food brands, has led the push to modernize Cracker Barrel. That included cutting the company’s dividend to unlock funding for restaurant updates, new technology, and maintenance.
But with sales still falling and customers voicing concerns about both branding and food quality, the company now appears to be rethinking parts of its strategy. Cracker Barrel says its focus going forward will be on keeping longtime customers happy while still trying to grow its appeal to younger generations.
BREAKING
: Cracker Barrel$CBRL plunges to its lowest price since the Global Financial Crisis
— Barchart (@Barchart) December 10, 2025
: Cracker Barrel
With holiday crowds arriving and the pressure building, the next few weeks could be critical for the future of the brand.
