Cracker Barrel has officially retired its longtime logo featuring the familiar image of a man resting against a barrel, marking a major shift in the brand’s visual identity. The nationwide restaurant and country store chain, beloved for its Southern-style comfort food and nostalgic atmosphere, debuted a simplified, text-only logo on August 19 as part of its new “All the More” campaign.
According to a news release, the campaign highlights “refreshed restaurant remodels” and “an enhanced brand look and feel.” The updated logo removes the imagery that has been a staple since 1977, returning to a cleaner design reminiscent of the brand’s original 1969 debut, which also featured just the company’s name.
Loyal customers of the Southern food restaurant chain weren’t exactly thrilled to say goodbye to the beloved Barrel Man — an iconic part of Cracker Barrel’s identity for nearly five decades. But perhaps a free classic side will help soften the blow?
Here’s everything you need to know about Cracker Barrel’s new logo — plus when and where you can score a free classic side to commemorate the farewell.
What does Cracker Barrel’s new logo look like?
While still featuring the company’s classic gold and brown color palette, the new Cracker Barrel logo instead offers a simplified version without a man seated next to a wooden barrel.
The new logo includes the restaurant’s name in brown lettering against a golden yellow border.
The rebrand comes as Cracker Barrel continues renovations at some of its locations around the country, giving restaurants a more modern facelift.
Despite recent online pushback against the renovations, Cracker Barrel CEO Julie Felss Masino said in an Aug. 19 interview on “Good Morning America” that “people like what we’re doing.”
“Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow – the things that you love are still there,” she said. “We need people to choose us, and we want people to choose us.”
Why did Crackel Barrel change their logo?
This is the first time in 48 years that the Cracker Barrel logo will stand alone in text — a bold change unveiled as part of the company’s “All the More” campaign. The campaign also introduces new menu offerings and features a collaboration with country music star Jordan Davis, who appears in the brand’s latest commercial.
What is the ‘All the More with Jordan Davis’ Crackel Barrel commercial?
The Southern Style restaurant shared their new commercial with Country music star Jordan Davis via their Facebook saying “Jordan Davis is giving y’all all the more reasons to grab a seat at the table. See you soon!”
What is the new Crackel Barrel inspired on?
The brand also said popular menu items like “farm fresh scrambled eggs and buttermilk biscuits” even served as inspiration behind the “hues of a refreshed color palette.”
Who is the man in the old Cracker Barrel logo?
According to Cracker Barrel’s website, the man in its old logo is not a specific person, but rather a representation of the brand.
“There’s an image of a man relaxing by a cracker barrel, representing the old country store experience where folks would gather around and share stories,” the website says. “Our logo reflects our roots and the warm, welcoming atmosphere we’ve always aimed to create.”
In addition, the old logo featured the Cracker Barrel name up against a pinto bean shape, which was a nod to one of the restaurant’s original sides, its website said.
Dan Evins, Cracker Barrel’s founder, enlisted the help of Nashville-based designer Bill Holley to create the logo. Holley “sketched his first draft of the Cracker Barrel logo on a napkin,” according to the company.
What are unhappy customers saying about new logo? ‘Cold and sterile’
Some longtime Cracker Barrel fans took to social media to express disappointment with the company’s new logo, with some calling on the chain to change it back.
“The new rebrand took the feeling away,” one person wrote on Cracker Barrel’s Instagram. “Cold and sterile.”
Another said, “I’m feeling like this new logo is ruining my life.”
Some conservatives even pushed back against the rebrand, suggesting that the new logo is political.
“WTF is wrong with @CrackerBarrel??!” Donald Trump Jr. said in response to a post on X that implied the logo may be motivated by diversity, equity and inclusion efforts.
Other people are embracing the changes on social media.
“Cheers to the new logo!!!! We love you!” one Instagram commenter said.
How to get a free classic side at Cracker Barrel? And when is it?
The company is also offering customers in the U.S. a complimentary Classic Side with any purchase on Aug. 23 and 24 at its nearly 660 locations nationwide.
Where are the Crackel Barrels in Jacksonville?
Jacksonville is home to five Cracker Barrel Old Country Store locations. Here are the locations where you can get a complimentary Classic Side with any purchase on Aug. 23 and 24 :
Is there a Crackel Barrel in St. Augustine? Where is it?
There is one Crackel Barrel in St. Augustine. Here’s where you can get a complimentary Classic Side with any purchase on Aug. 23 and 24.
Conrtibuting: Melina Khan , national trending reporter for USA TODAY.
This article originally appeared on Florida Times-Union: Farewell to the Barrel Man: Cracker Barrel unveils new logo — and offers a free side
Reporting by Doris Alvarez Cea and Melina Khan, Jacksonville Florida Times-Union / Florida Times-Union
USA TODAY Network via Reuters Connect
