Cracker Barrel’s transformation into a more modern brand has led fans to lament the loss of Southern charm. But the restaurant operator is still barreling forward with its new and divisive refresh.
While the operator of 660 restaurants has only completed 20 refreshes and 20 full remodels over the past several months—and continues to tinker with a few different concepts—fans have grown alarmed by the most sweeping changes to a brand that began with just a single store in Tennessee in 1969.
The latest elements of the transformation that are unveiled by Cracker Barrel this week include a new logo, the fifth new iteration of the barrel graphic, and other new visual elements including updated typography, monogram, and a refreshed color palette that’s centered in the historic gold and brown tones, with new accents like green and red.
The refreshes and remodels are currently in approximately a dozen states with a heavier concentration in the Indianapolis and Orlando markets. The new visuals will appear across menus, marketing materials, and billboard advertisements, and on boxes of Cracker Barrel-branded pancake mix, syrup, and other grocery items.
This week, Cracker Barrel hopes to generate even more attention on all the new branding elements with a big national creative campaign called “All the More,” which stars country music artist Jordan Davis. The advertisements will run across linear and streaming TV, social channels like TikTok and Instagram, and local radio.
Brighter spaces, mixed reviews
Cracker Barrel says that the store remodeling efforts have been guided by guest feedback, informing the chain that they wanted lighter and brighter spaces, as well as more comfortable seating.
“Come in and experience these changes for yourself, and you will see that the heart of Cracker Barrel, the soul of Cracker Barrel, hasn’t changed,” says Sarah Moore, chief marketing officer of Cracker Barrel, during an interview with Fast Company.
But on social media, even in Cracker Barrel’s own posts that have highlighted the new store concepts, diners have complained about the chain’s new appearance. “I prefer the darker cozier look, I also don’t like change,” TikTok user Kristi Stokes shared to her 36,000 followers.
Moore says new restaurant concepts still feature decor on the walls that has been pulled from the roughly 90,000 pieces of authentic Americana memorabilia that is stored in the company’s warehouse. Beloved staples including fireplaces and rocking chairs that sit on the front porch are retained, even as the new space features softer, more modern furniture and walls that are less cluttered.
“It really is built on the foundation of this legacy and heritage, which is so critical to our brand,” says Moore.
Analysts question the payoff
Cracker Barrel, which has projected to generate $3.45 billion to $3.5 billion in annual revenue for the current fiscal year, is propelling forward with a brand refresh effort that’s been spearheaded by Julie Felss Masino, president and CEO. Cracker Barrel worked with branding consulting firm Prophet, who has also worked with Netflix and Home Depot, for the creative refresh.
Masino joined Cracker Barrel in 2023 after previously serving as president of Taco Bell’s international business. Less than a year later, she unveiled a three-year transformation plan that would prioritize new menu innovation, upgrade staff training, and put a greater focus on boosting a loyalty program that has already lured eight million members in less than two years. Restaurant rewards programs are critical to businesses like Cracker Barrel, as those guests tend to visit more frequently and spend more than diners who aren’t members.
Moore says Cracker Barrel is continuing to listen to both guests and employees as it conducts ongoing research to determine what elements work best for the new restaurant concepts.
“We’re really happy with the performance of these stores,” Moore adds. “It is working.” Cracker Barrel wasn’t able to share financial details on how well the remodeled locations were performing, but says it intends to do so soon.
Cracker Barrel is an outlier in the restaurant industry, where major chains like McDonald’s and Burger King tend to remodel their appearance about once per decade.
“I think it is probably good, I’m not totally sold,” Jake Bartlett, a senior equity research analyst at brokerage firm Truist Securities, told Fast Company. “I’m not sure if it’s going to drive that much more business.”
He says Cracker Barrel has to walk a fine line, embracing the authenticity of the brand and its Americana appeal that diners are fond of, but also create a space that’s perhaps a little more modern and clean. There’s also a financial risk if things don’t go well, as Cracker Barrel last year told investors it expected capital expenditures would total around $600 million to $700 million over a three-year period, assuming the company’s store remodeling initiative would accelerate “significantly” following the pilot.
Bartlett is far more bullish on Cracker Barrel’s innovation strategy. Cracker Barrel’s new menu for this upcoming fall includes a big bet on chicken, including the first-ever herb-roasted chicken dish, as well as sweets like sticky buns and cinnamon rolls and bringing back popular staples like Uncle Herschel’s Favorite breakfast.
Cracker Barrel’s average check is around $15, according to Bartlett, far below the average of $28 for casual dining chains like Applebee’s and Chili’s and $18 at family dining rivals like IHOP and Denny’s. “They are much cheaper than their competitors,” says Bartlett. “They could raise their check a bit with some of this innovation, but also maintain this really good value.”
The company says the menu’s ongoing evolution reflects doubling down on country homestyle meals, prioritizing dishes that can be consistently replicated across all locations and can evoke an emotional connection with diners.
“Fall has always been a big moment for us when it comes to the menu,” says Moore. “People are going back to school, the weather is changing. It is an emotional moment.”
