Cracker Barrel Ends Partnership With Branding Firm After Controversial Logo Redesign
on Oct 03, 2025
Cracker Barrel Faces Backlash Over Logo Redesign
Cracker Barrel found itself at the center of intense public backlash after debuting its new logo in August.
The updated design featured a simplified appearance, replacing the brand’s longtime imagery with bold script lettering on a gold background. The most notable change was the removal of the company’s iconic “old man and barrel” emblem, a fixture of the Cracker Barrel identity for over five decades.
Company executives initially positioned the rebrand as part of a broader strategy to attract younger consumers and revitalize aging restaurant interiors. However, the response was swift and overwhelmingly negative.
Longtime customers and brand loyalists took to social media to criticize the redesign as “soulless” and “corporate,” saying it erased the charm and nostalgia that defined the Cracker Barrel experience.
Cracker Barrel Releases Statement
On August 25, Cracker Barrel released an official statement addressing the backlash surrounding its new logo and rebranding.
In the statement, the company acknowledged the strong public reaction and emphasized that the redesign was part of a broader effort to “modernize the brand experience” while “remaining true to its roots.”
“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. What has not changed, and what will never change, are the values this company was built on when Cracker Barrel first opened in 1969: hard work, family, and scratch-cooked food made with care. A place where everyone feels at home, no matter where you’re from or where you’re headed. That’s the Cracker Barrel you’ll always find,” the company said.
Cracker Barrel Parts Ways With Branding Firm
On Thursday (October 2), the company officially parted ways with the branding agency behind the logo redesign.
The Tennessee-based restaurant chain hired global consulting firm Prophet to lead the rebranding initiative. According to its website, Prophet is a creative firm that helps “brands achieve uncommon growth by staying relentlessly relevant.”
Matt Benton, Cracker Barrel’s vice president of marketing, is also leaving the company after just one year in the role.
Thomas Yun, a former executive that “was responsible for developing some of the company’s most successful menu introductions of the past several years while overseeing and honoring classic favorites” is set to replace Benton.
“This transition reduces layers in the organization as we bring a hyperfocus on ensuring both every plate served and every interaction with our guests reflects the care and quality we stand for,” Masino said.
