The redesign of Cracker Barrel's logo appears to have affected foot traffic to its establishments
Cracker Barrel, the iconic American restaurant chain renowned for its homey atmosphere and Southern-style food, has temporarily halted its restaurant renovations and discarded major aspects of its turnaround plan. The decision followed intense backlash against proposed changes to Cracker Barrel's logo and restaurant design, which negatively impacted customer traffic. The chain had intended to streamline its layout and remove some of the clutter, antiques, and knickknacks that the chain is recognized for.
The backlash began when Cracker Barrel introduced a new logo in August, which omitted the 'old-timer' figure and the barrel. This move was followed by proposals to remodel the restaurants with a minimalist design. However, customers reacted negatively, with Cracker Barrel experiencing an 8% decrease in customer visits.
The president of Cracker Barrel, Sandra Cochran, publicly addressed the withdrawal of the logo and renovation plan and engaged in the dispute in the media. The backlash against Cracker Barrel's changes was so intense that it even caught the attention of President Donald Trump, who criticized the changes on social media.
In response to customer concerns, Cracker Barrel issued a statement earlier in September, assuring customers that if their restaurant hasn't been remodeled, it won't be. Cracker Barrel has since abandoned its minimalist logo and suspended its restaurant renovations.
Despite these changes, Cracker Barrel anticipates a continued decline in traffic of 7% to 8% for the rest of the first quarter of its 2026 financial year. The company is now focusing on maintaining its traditional ambiance and continuing to provide its customers with the comforting dining experience they have come to expect.
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