The Cracker Barrel Rebrand Catastrophe

Cracker Barrel has been a staple in the American food industry since its founding in 1969. Its commitment to hospitality and a homey feel has made it into the roadside staple Americans have come to know. That iconic logo is instantly recognizable to anyone who has seen it–so, as one can imagine, it didn’t go over well when the company tried to throw it all away.

Cracker Barrel states on its website: “Since 1969, Cracker Barrel has been a place where families and travelers alike feel at home. From the start, our values have been simple: hard work, family, and hospitality that feels like home. Cracker Barrel first opened to give travelers a good place to stop and enjoy themselves. And these many years later, we hope our guests near and far feel the same.”

This background clearly outlines the company’s commitment to comfort and dedication to serving the customer, making the rebrand debacle all the more head-scratching.

On August 19, 2025, Cracker Barrel unveiled plans to rebrand the company, moving away from the classic logo that everyone knew and loved to one that was much more simplistic, or as the customers might have said, soulless. 

The rebrand was a catastrophic failure, drawing severe backlash from all directions– including from President Donald Trump, who stated that the company “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.” 

Facing immense pressure, Cracker Barrel quickly backed down and reverted to its original branding.

With other companies in recent memory also going through rebrands that didn’t go over well, consumers might expect others to learn from those mistakes. But the new direction Cracker Barrel attempted wasn’t entirely unwarranted. 

Cracker Barrel’s customer traffic was down 16% compared with 2019, with CEO Julie Felss Masino stating, “We are not leading in any area. We will change that.” 

The move was intended to improve the brand’s image and profit margins– and in a roundabout way, it did. By quickly admitting fault, the company restored consumer confidence, showing that Cracker Barrel’s leadership was attentive and listened to its customers. 

Additionally, Cracker Barrel’s stock price rose 8% Wednesday, closing at $62.33 per share–higher than its closing price on Aug. 15, before the new logo was announced. 

So what can the public and corporate America take away from this media meltdown? 

The main lesson from this rebrand failure–as well as others, such as X (formerly Twitter)–is that if a company has a strong brand image and recognizability, it should not change without a compelling reason, one that goes beyond declining sales. 

The American public does–and always has–valued honesty, transparency and loyalty to the customer above all. Companies would be wise to take note of these principles and uphold them in everything they do if they want to succeed.

Works Cited

Cracker Barrel. (n.d.). About. Crackerbarrel.com. https://www.crackerbarrel.com/about/ 

Durbin, D.-A. (2025, August 28). Cracker Barrel had good reasons to rebrand. but after its new logo misfired, here’s what’s next. AP News. https://apnews.com/article/cracker-barrel-new-logo-why-ceo-stock-c64a8ae259cc1bcaa27aae89df56c961