Less than a week after the Cracker Barrel CEO appeared on “Good Morning America” and the rounds made the new logo of the company, the restaurant chain known for its old feeling, southern dishes and eclectic gift/candy store, now admits that it has made a mistake.
Julie Masino poured that the reception she received was very positive and claimed that during a meeting with location managers of Florida the best question was her: “” How can I get a renovation, when can I get a renovation and how do I get on the list? “”
Cracker Barrel admits that the ‘after a new logo refund’ it could have done better ‘
The new Cracker logo can be seen on a menu in the restaurant on August 21, 2025 in Homestead, Florida. (Joe Raedle / Getty Images / Getty images)
Following a fierce return of customers and after viewing the stock price for the past week, the company was forced to issue a statement about the changes. Although the explanation was not awarded the new design or concept, it was made clear that it knows that it caused his brand damage.
“If the last few days have shown us something, it is how deep people care about Cracker Vat. We are really grateful for your sincere voices,” the company said. “You also showed us that we could have done better to share who we are and who we will always be.”
The company said that what does not have and “will never change” are the values that Cracker Vat was built when the chain -based chain was opened in Lebanon in 1969.
Julie Felss Masino, who became CEO on November 1, 2023, claims that the reaction to the recent changes was overwhelmingly positive. (Cracker Barrel)
Those values, the statement read, are “hard work, family and scratch -cooked food made with care.”
Cracker Barrel Executive insists that Restaurant Remodels ‘what the guests asked’
The explanation also ensured that he pushed one of the staples of the restaurant: the food.
“Meat bread, chicken n ‘dumplins, country fried steak, sides that taste like Sunday dinner, and yes, the world’s best pancakes, they are still here, with a few new dishes participating in the menu. Whether you are an old fan or a first time a guest, we want you to feel the explanation at home,”. “We also want to be sure that Cracker Barrel is here for the next generation of families, just as it has been for yours.”
A former employee of Cracker Barrel, Erik Russell, now a brand designer, said that the company committed ‘brand suicide’.
“There is no such thing as” just a logo, “said Russell. “When you first draw a logo, it doesn’t matter how good that logo is technical, right? It means nothing. What makes a logo useful and what makes branding meaningful is the connection it represents for your customers.”
A cracker barrel restaurant in Dumfries, Virginia. (Nathan Howard/Bloomberg/Getty Images/Getty images)
Jeff Rifkin, the creative director and owner of Destroy, wrote in a LinkedIn message: “This is what really sticks: this is not only bad design. It is a message. It says:” We don’t care about our core audience. We are too busy trying to address everyone and not to satisfy anyone. ” Cracker Barrel used to be a capital of the road trip.
He continued: “This is the reason why Rebrands fail. Stop trying to be for everyone. Stop deleting what people love you. Stop pretending to be ‘modern update’ smart.”
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The company said the redesign is an even greater wink to its original roots.
“Cracker Barrel has been a destination for comfort and community for more than half a century, and this fifth evolution of the brand of the brand, that works on digital platforms, as well as billboards and signs along the road, is a callback for the original and even more rooted in the iconic barrel shape and word marking that it all started in 1969,” the company.
When Cracker Barrel opened its first location in 1969, the logo consisted exclusively of a design with only text, with the name “Cracker Barrel”.
