By Megan Pfeffer
Not to be overdramatic, but the release of Cracker Barrel’s logo felt like a stab in the back and news of the interior remodeling was the twist of the knife.
Despite the emotional turmoil it caused, the rollercoaster saga of Cracker Barrel’s now-abandoned rebrand has valuable lessons for marketers.
First, let’s recap the last few weeks.
Cracker Barrel changes its iconic, timeless logo to a modern, bland design.
The internet erupts with criticism and backlash.
Furthermore, Cracker Barrel announced it would be redesigning its interior restaurants and stores. The company CEO said the logo change and redesign was “for today and for tomorrow.”
The redesign also had fans furious.
Cracker Barrel is meant to have an old-fashioned, classic, Southern comfort feel.
They literally call it the Old Country Store.
The modern logo and interior redesign simply didn’t match the brand.
Despite heavy criticism online, Cracker Barrel’s CEO Julie Masino defended the rebrand, claiming feedback was “overwhelmingly positive” from customers and team members.
Did it ever occur to her that perhaps employees would rather make a good impression to their CEO by complimenting the rebrand rather than give their honest opinion?
The backlash grew with fans commenting on Cracker Barrel’s Instagram calling the rebrand “cold and sterile.”
Another user commented, “I’m feeling like this new logo is ruining my life.” Some said the logo gave off “Golden Corral vibes.”
People also compared it to Bud Light’s disastrous ad campaign with transgender influencer Dylan Mulvaney.
Despite the negative feedback, Cracker Barrel doubled down on its rebranding efforts. The company released a statement saying:
“If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel. We’re truly grateful for your heartfelt voices. You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be… While our logo and remodels may be making headlines, our bigger focus is still right where it belongs…in the kitchen and on your plate.”
They acknowledged people disliked it, but basically said thanks but we’re going to keep digging our own grave.
It wasn’t just internet speculation that showed people’s disdain for the logo, their stock numbers showed it to. After the logo change was announced, Cracker Barrel lost nearly $100 million in market value after its stock plummeted. The brand makeover reportedly cost the company $700 million.
The final nail in the coffin came when the President of the United States weighed in and said Cracker Barrel should return to its original logo. In a Truth Social post he wrote, “Cracker Barrel should go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before.”
While some outlets suggested the backlash was mainly from the right, a YouGov survey found that 76% of US adults prefer the old Cracker Barrel to the new, including a surprising 83% of GenZ consumers.
Finally, Cracker Barrel surrendered and announced it would be returning to its original logo.
5 Lessons learned from this fiasco
1. Serve your customers, not your ego
Going back to the interview the CEO wanted to make the Cracker Barrel of the future. The reality is customers go to Cracker Barrel because they love the traditional, nostalgic feel. You should always have goals for the company, but make sure your goals are aligned with your customer’s best interests.
2. If it’s not broken, don’t fix it
Sometimes brands need a refresh, sometimes they don’t. As a busy business owner, you have limited time and resources. Don’t waste them on something that’s going to cost you more trouble than it’s worth. Here are 5 signs to gauge if it’s time to rebrand your business.
3. Your creative matters
Remember when you were told never to judge a book by its cover? It’s a nice idea, but it’s 2025 and people will judge you based on your logo and digital presence. People often visit a business’s website or social media before buying their products or inquiring about their services. If you need help making a strong first impression with your customers, Marketer on the Run can provide affordable, high quality graphic design, photography, social media management, and website design services.
4. Don’t underestimate the power of social listening.
Pay attention to what people are saying about your brand online. The Cracker Barrel CEO looked foolish on ABC claiming the feedback for the new logo was overwhelmingly positive when the total opposite is true. Monitor comments on social media and make sure you’re keeping your customers and employees happy. Marketer on the Run can help with this, or you can check out this list of 15 social listening tools for your brand in 2025.
5. Don’t underestimate the power of social listening.
Cracker Barrel did not go bankrupt over the logo change. They eventually recognized the errors in their ways and corrected their course. No business is perfect and everyone goes through setbacks, the key is to be humble enough to recognize when a mistake is made and brave enough to do something about it.
If you need help applying any of these lessons to your business, book a call with our team!