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33m ago

Cracker Barrel Debuts Text-Only Logo and Fall Menu Under 'All the More' Campaign

Leaders describe a research-driven refresh within a multiyear remodeling plan to regain relevance.

A Cracker Barrel Old Country Store sign is visible atop one of its restaurant stores April 12, 2002 in Naperville, IL.
Cracker Barrel's old logo.

Overview

  • The new design drops the seated man and barrel for the first time in 48 years, keeps the gold-and-brown palette, and is described as closer to the original wordmark.
  • The campaign features country singer Jordan Davis in new ads, includes a New York City launch event on Aug. 21, and offers a free Classic Side nationwide on Aug. 23–24.
  • A U.S.-wide fall menu adds Hashbrown Casserole Shepherd’s Pie, Herb Roasted Chicken and Cinnamon Roll Skillet, with Uncle Herschel’s Favorite returning.
  • Store updates include about 20 refreshes and 20 full remodels across roughly a dozen states, part of a three-year push with expected capital spending of $600–$700 million.
  • The rollout has prompted vocal social-media criticism, including from conservative figures, while the CEO reports “overwhelmingly positive” feedback and analysts see mixed upside as shares are up nearly 8% this year.