Cracker Barrel has scrapped its iconic logo of a man leaning on a barrel — a design used since 1977 — and replaced it with a simplified barrel-and-text emblem. The new branding eliminates the man and chair entirely.
The change was unveiled Tuesday and marks the first redesign in nearly five decades. The chain noted the logo “is now rooted even more closely to the iconic barrel shape and word mark that started it all.”
Cracker Barrel CEO Julie Felss Masino defended the decision in an interview with Good Morning America, claiming that feedback has been “overwhelmingly positive.”
“Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow — the things that you love are still there,” Masino told GMA. “We need people to choose us, and we want people to choose us”.
@gma With Cracker Barrel CEO Julie Felss Masino dishing on the big changes coming to the beloved restaurant chain — Robin HAD to ask the question on all of our minds! #crackerbarrel ♬ original sound – Good Morning America
Critics Call It “Woke Rebrand”
Masino, who took over following the chain’s controversial 2023 Pride sponsorship, has overseen a $700 million rebrand that critics say is alienating Cracker Barrel’s traditional customer base.
The company has faced backlash for sponsoring Nashville Pride, rolling out DEI programs, and even removing Christian music from its stores while adding beer service.
The new logo drew instant fury on social media.
“The CEO of Cracker Barrel is as woke as they come. She is destroying a once great American brand,” wrote commentator Alex Bruesewitz.
“New CEO of Cracker Barrel decides to scrap a nostalgic, beloved logo that reminds people of simpler times and replaces it with a soulless ‘improved’ logo,” added user Brick Suit.
TheBlaze compared the change to a “war crime,” while conservative host Benny Johnson called it “absolutely horrible.”
Cracker Barrel Rolls Out Fall Menu
While the logo change dominates headlines, the chain also launched its Fall 2025 seasonal menu this week, aiming to draw customers back with hearty new offerings.
Breakfast Highlights
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Uncle Herschel’s Favorite — two eggs cooked to order with choice of ham, catfish, chicken tenders, or steak, plus biscuits, gravy, grits, and sides.
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Sausage & Egg Hashbrown Casserole — double portion casserole with colby cheese, sausage, peppers, onions, fried onions, and biscuits.
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Bacon & Egg Hashbrown Casserole — bacon version with tomatoes, fried onions, and biscuits.
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Butter Pecan French Toast Bake — custard-soaked bread topped with cheesecake filling, served with bacon or sausage.
Lunch & Dinner Options
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Herb Roasted Chicken — half roasted chicken with lemon herb butter, mashed potatoes, side, and biscuits.
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Hashbrown Casserole Shepherd’s Pie — pot roast, vegetables, mashed potatoes, and casserole crust.
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Slow-Braised Pot Roast — rib roast with carrots, onions, celery, potatoes, and biscuits.
Desserts & Drinks
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Butter Pecan Sticky Buns — sweet rolls topped with praline pecans.
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Cinnamon Roll Skillet — mini rolls topped with cream cheese icing.
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Brown Sugar Latte — hot or iced espresso with whipped cream and syrup.
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Wild Berry Tea — iced tea blended with berry flavors.
