Cracker Barrel is making a bold change, and longtime fans are definitely noticing. For the first time in nearly 50 years, the restaurant has removed the man sitting on the barrel from its iconic logo. The new look was revealed Tuesday and now features only the restaurant’s name—marking a major visual shift for the brand that built its identity around old-fashioned charm and Southern comfort.
This update is part of a wider rebrand that Cracker Barrel is calling its “All the More” campaign. The chain, known for its country-style cooking and nostalgic decor, says the new design is rooted in its earliest identity. Back in 1969, when the first Cracker Barrel opened, the logo was just simple text. The now-familiar image of a man leaning against a barrel didn’t appear until 1977. Now, that image is gone, and the company says it’s returning to its roots.
The announcement described the fresh look as being “anchored” in the brand’s signature gold and brown tones, inspired in part by the restaurant’s popular menu items like scrambled eggs and buttermilk biscuits. Cracker Barrel also confirmed that the new logo will roll out across all menus and marketing materials, including commercials and signage at its nearly 660 locations nationwide.
The redesign comes alongside some big changes. Cracker Barrel is partnering with country music star Jordan Davis, who appears in the campaign’s first commercial. In the ad, Davis speaks about what Cracker Barrel means to him, saying it feels like home, a place where people treat each other like family and everything slows down. He shared, “I’m proud to be part of this next chapter,” reflecting the emotional connection many customers say they have with the brand.
To celebrate the launch, Cracker Barrel is giving away a complimentary Classic Side dish with any purchase on August 23 and 24. The offer is available at locations across the U.S., and it’s one of the ways the company is trying to connect with both longtime fans and new customers during this transition.
Chief marketing officer Sarah Moore emphasized that while the look is changing, the company’s values are not. “Our story hasn’t changed. Our values haven’t changed,” she said. “We’re honoring our legacy while bringing fresh energy, thoughtful craftsmanship, and heartfelt hospitality to our guests this fall.”
This is not the first sign of a new direction for the Tennessee-based company. In 2023, Cracker Barrel began updating the interiors of its restaurants to create a lighter, more modern atmosphere. Moore told Fox News Digital at the time that the brand was testing several remodel options, focusing on making stores feel “brighter and even more welcoming,” without losing the “country hospitality and charm” that made the chain famous.
Still, for many customers, the original logo—man, barrel and all—was more than just a design. It symbolized the slower pace, old-time values, and simple comforts that made Cracker Barrel stand out. Whether the new look will keep that same emotional pull remains to be seen.
They were brutally mocked online:
Cracker Barrel completely changed their iconic logo for the first time in 47 years…
and it’s absolutely horrible.
When will they learn? pic.twitter.com/ZhfVeR5CyO
— Benny Johnson (@bennyjohnson) August 20, 2025
Cracker Barrel didn’t just destroy its logo and restaurant vibe.
It also changed the peg game to make dumb people feel better when they do poorly. pic.twitter.com/LqYKhcFywA
— Sean Davis (@seanmdav) August 21, 2025
Very surprising. One of the largest shareholders is Sardar Biglari. Also owns a big stake in Jack In the Box. His father was a close friend of the Shah of Iran Mohammad Reza Pahlavi.
Biglari will fire her. She is a loser. https://t.co/yMZAUmlWP1
— FightOracle
(@fightoracle) For now, Cracker Barrel is betting that a cleaner, more modern look—combined with new partnerships and promotions—will bring in a wider audience while still holding on to the heart of what made it beloved in the first place. But with such a long history tied to tradition, even small changes can feel big. And this one is definitely turning heads.
Remember the old saying, ‘If it’s not broke, don’t fix it?
The new Cracker Barrel CEO did just that. Woke DEI promotion, no doubt after you listen to her explain, lol. pic.twitter.com/XYRIXoPgIX
— Mike Engleman
(@RealHickory) 
