Cracker Barrel Downplays Backlash As The ‘Vocal Minority,’ Stands By Rebrand

As the Cracker Barrel rebrand continues to dominate public discourse, the company is downplaying the plethora of negative comments as a “vocal minority.”

The Southern-themed restaurants are undergoing remodels, and most recently, introduced an updated version of its classic logo that’s been poorly received on social media. Cracker Barrel CEO Julie Felss Masino said during an appearance on “Good Morning America” that feedback has been “overwhelmingly positive,” but that doesn’t match up with most of the comments and videos circulating online. 

A Cracker Barrel spokesperson told Fox News Digital in a statement that the response to the remodeled locations and other changes “were informed by direct input from our guests and team members alike.”

The rep continued, acknowledging that “there may be a vocal minority who feel differently.”

“However, the strong performance of these locations affirms that we are moving in the right direction,” the statement added. “We hope people who haven’t yet visited a remodeled store will visit us and experience the country hospitality proudly on display at every table and in every dish.”

“Our values haven’t changed, and the heart and soul of Cracker Barrel haven’t changed,” the company said. “And Uncle Herschel remains front and center in our restaurants and on our menu. He is the face of ‘The Herschel Way,’ the foundation of how our 70,000-plus employees provide the country hospitality for which we are known.”

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“Cracker Barrel has been a destination for comfort and community for more than half a century, and this fifth evolution of the brand’s logo, which works across digital platforms as well as billboards and roadside signs, is a call-back to the original and rooted even more in the iconic barrel shape and word mark that started it all back in 1969.”

The new logo removes the old man perched next to a barrel in favor of modern, minimalist text with no graphics. Critics say the new logo is devoid of personality, just like the remodeled stores have a generic aesthetic that’s leagues apart from the warm, welcoming, eclectic look of before.

They also voiced complaints about the updated menu, which is all part of the rebranding efforts.

Despite the company rep claiming detractors were in the “minority,” Cracker Barrel lost roughly $100 million in market value on Thursday following the announcement of the new logo. Social media is still flooded with negative comments and pleas for the restaurant to revert to its previous look.