Cracker Barrel Blasted For Rebrand That Scraps Beloved Logo: ‘Crime Against Humanity’

The beloved family restaurant Cracker Barrel is taking serious heat online for a rebranding effort that many fans absolutely despise.

The main update is a logo change for the first time in 47 years. 

The Southern country-themed restaurant chain first opened in 1969. It got its name from the 19th-century practice of people gathering to socialize around a barrel full of crackers outside a country store. While the original logo had just text, most customers are more familiar with the version that debuted in 1977, which included a man sitting next to a barrel.

The new logo follows the current trend of simplification and features a basic font on a plain background with no graphics. The restaurant said in a press release that the new logo is “rooted even more closely to the iconic barrel shape and wordmark that started it all.”

But the public does not appear to be convinced.

“As a brand designer that worked at [Cracker Barrel] for almost 9 years, watching them commit brand suicide is… something,” one popular response on X says.

“President Trump needs to federalize Cracker Barrel and deport this CEO to Bukele’s  ̶t̶o̶r̶t̶u̶r̶e̶ ̶c̶a̶m̶p̶ correctional facility as soon as possible,” Daily Wire podcast host Michael Knowles joked.

President Trump needs to federalize Cracker Barrel and deport this CEO to Bukele’s ̶t̶o̶r̶t̶u̶r̶e̶ ̶c̶a̶m̶p̶ correctional facility as soon as possible. pic.twitter.com/C1YD89euYe

— Michael Knowles (@michaeljknowles) August 21, 2025

“Cracker Barrel has been a staple for years, and they have always embraced tradition and old fashioned dining,” another person wrote. “The logo was recognizable to generations of people. Why change something that didn’t need to change?”

“Depressing,” another person said.

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“Honestly, the feedback’s been overwhelmingly positive that people like what we’re doing,” Cracker Barrel CEO Julie Masino said during a recent appearance on Good Morning America. The exec joined the company in 2023 after working in senior roles at Taco Bell, Mattel, Sprinkles Cupcakes, and Starbucks.

“Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow…the things that you love are still there. We need people to choose us, and we want people to choose us,” Masino added.

In addition to the logo change, the restaurants have been undergoing remodeling to look more modern. The exec insists store managers are keen to get their stores on the list for a remodel, but again, the reactions on social media seem to be mostly negative. 

Cracker Barrel CEO Julie Masino should face charges for this crime against humanity pic.twitter.com/auBFPi4bpr

— End Wokeness (@EndWokeness) August 21, 2025

“The new cracker barrel remodel is biggest architectural catastrophe since penn station i’m so serious,” one person said. 

“Cracker Barrel? more like…Corporate Sterile,” another agreed.

“This is a war crime,” echoed a third.