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Cracker Barrel Redesign Faces Backlash, Causes Political Frenzy

Cracker Barrel's 2025 logo update removes nostalgic imagery to modernize its brand, sparking conservative backlash amid ongoing diversity and inclusion efforts.

  • Cracker Barrel unveiled a new logo earlier this week that removes the iconic barrel and man, replacing them with a simpler orange hexagon featuring only the name.
  • This logo change is part of a strategic transformation started in May 2024 aimed at revitalizing the brand through visual updates and restaurant remodels.
  • The company is remodeling interiors with brighter lighting and a modern farmhouse aesthetic to create a more welcoming atmosphere while maintaining its country hospitality values.
  • On Tuesday, CEO Julie Felss Masino stated that the response from both customers and employees has been largely favorable, despite criticism primarily coming from conservative voices online.
  • Shares of Cracker Barrel fell roughly 10% following the logo change, reflecting market uncertainty and online debate over the brand’s identity and inclusivity efforts.
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HuffPost broke the news in United States on Thursday, August 21, 2025.
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