Cracker Barrel’s "Upgrade": What Went Wrong And What They Should’ve Done Instead

Dana Fluegge
Aug 25
4 min read

Cracker Barrel just rolled out a new look, and people are not happy about it. The company swapped out its long-time logo (the one with Hershel leaning on the barrel) for a simplified wordmark. The idea was to modernize and attract younger customers, but instead the internet exploded with backlash. Fans called it “generic,” “soulless,” and even accused the brand of turning its back on its heritage. The conversation spiraled, and instead of getting credit for upgrading, Cracker Barrel became a punchline.

So what happened here? And more importantly, what should they have done?

Why People Freaked Out

When you touch something as iconic as the Cracker Barrel logo, you’re not just redesigning graphics, you’re messing with people’s memories.

Here’s why the reaction was so strong:

Nostalgia matters. Families have been stopping at Cracker Barrel for decades on road trips. That Hershel-on-the-barrel logo isn’t just a logo. It’s a signal: “comfort food, rocking chairs, biscuits, and country store vibes.” When you pull that away, it feels like you’re taking away tradition.
People hate losing more than they like gaining. Psychologists call this “loss aversion.” Cracker Barrel didn’t add something new, they took something away. That feels like a loss, even if the new logo is “cleaner.”
It looked too generic. The old logo was instantly recognizable. The new one could honestly be mistaken for any random chain. Distinctiveness is gold in branding. Why throw that away?
It happened in a cultural pressure cooker. Let’s be honest, in 2025, any change from a heritage brand can quickly get politicized. That’s exactly what happened.
They didn’t explain the “why.” Cracker Barrel rolled this out without clearly telling customers what was in it for them. Customers were left to guess and the internet filled in the blanks with outrage.

What They Should Have Focused On Instead

Here’s the thing: in reading through the thousands of comments online leading up to the rebrand, the big complaints weren’t about their "outdated" logo. They were about the food and a little bit about their interiors.

Food: People said the quality has slipped, the menu feels stale, and portions don’t feel like they used to.
Interiors: The “old country store” vibe has charm, but a lot of people mentioned it looks outdated, dusty, and a little cluttered.

Those are real issues customers notice every single time they visit. If Cracker Barrel wanted to modernize, that’s where the energy should’ve gone first.

How They Should Have Done It

If this were our project, here’s how we would’ve handled it:

1. Keep Hershel. Period.

We would not touch the primary logo. Hershel on the barrel stays. That image is brand equity that you don’t just throw away. If you want to modernize, build around it, but don’t break trust with your loyal customers by ditching the one thing they instantly connect with.

2. Ask the public what matters most.

We’d run surveys, polls, and social listening to hear from real customers. What bothers you the most? Food? Interiors? Service? That’s where you make changes.

3. Prime people before changing interiors.

If corporate decided the interiors really had to be updated, we’d prep the public instead of springing it on them. We’d run a fun year-long campaign making lighthearted jokes about outdated decor. For example:

A TikTok of a dusty wall sign with the caption: “Cracker Barrel, when are you updating your interiors?”
A rocking chair with a squeaky arm: “Cracker Barrel, when are you updating your interiors?”
An old lamp from the ceiling: “Cracker Barrel, when are you updating your interiors?”

Do this across platforms for a year. Make it funny. Make it a running joke. That way, when the interiors finally do get refreshed, customers aren’t shocked, they feel like they’ve been in on the joke the whole time.

4. Tackle food quality loud and clear.

This should’ve been the headline. Show off improved recipes, better sourcing, fresher portions. Imagine commercials and posts saying: “The Cracker Barrel you love, with food even better than you remember.” That would’ve been a win with zero backlash.

5. Use the logo as stability, not change.

Leave the logo alone. It’s the anchor. When you’re already making changes to food and interiors, the logo is what reassures people: “Don’t worry, it’s still us.”

What a Smarter Upgrade Could Have Looked Like

Same Hershel-and-barrel logo holding it all together.
A campaign that jokes about outdated interiors before rolling out the refresh.
Food upgrades front and center, tied to customer feedback.
Interiors updated, but launched with customers already primed and expecting it.
A narrative that says: “We’re keeping the soul of Cracker Barrel, but making the experience even better.”

That way, instead of sparking outrage, Cracker Barrel would have earned applause for listening to their customers, fixing what mattered most, and respecting the brand’s heritage.

The Takeaway

The lesson here is simple: Don’t start your rebrand by touching the thing your customers love most. Start by improving the actual experience. If the food and the vibe are right, people will forgive a new paint job or a modernized menu layout. But if you take away the heart of the brand, like Hershel on the barrel, you’re asking for trouble.

We believe branding should always build trust, not break it. If Cracker Barrel had left the logo alone, listened to their customers, and rolled out improvements with humor and transparency, they’d be celebrating right now instead of backpedaling.

Noble Fox Media is a full-service marketing agency. We manage all digital, print, and community-based marketing campaigns for small businesses, churches, and nonprofits. We specialize in custom strategy and reject cookie cutter marketing. Let's build something great together.

Reach out to work together!