After facing extreme backlash from the public and President Donald Trump about a change to its logo, restaurant chain Cracker Barrel announced it would also suspend remodels of its locations.
The decision to pause remodels followed intense negative reaction to the simplified Cracker Barrel logo and to prototype interior designs tested in a small number of locations, which many longtime customers said departed from the chain’s traditional Americana aesthetic.
The restaurant posted on X on Tuesday that it is “continuing to listen” to customer feedback.
“You’ve shared your voices in recent weeks not just on our logo, but also on our restaurants,” the post read. “Today, we’re suspending our remodels. If your restaurant hasn’t been remodeled, you don’t need to worry, it won’t be.”
Newsweek reached out to Cracker Barrel via email on Tuesday and was referred to a statement posted on its website.
Photo by GREGORY WALTON/AFP via Getty Images
Why it Matters
Cracker Barrel operates over 600 locations across the United States, serving a customer base that associates the brand with its long-established country-store look and menu offering, making the chain’s branding and interior design core elements of its market identity.
Last month, intense backlash led the company to retain its old logo and scrap plans to update its aesthetic.
What To Know
The latest announcement from the Lebanon, Tennessee-based restaurant chain came just weeks after social media and MAGA leaders expressed outrage at a planned logo change that would have gotten rid of the iconic “Old Timer” leaning on a barrel.
In a longer message posted on its website, Cracker Barrel stated that only four of its 660 locations had undergone remodels, and no further remodels are planned.
The focus, instead, will be on updating menus and making sure the locations are all in good shape, according to the message.
The country-style restaurant is renowned for its homey atmosphere, which some believe would be ruined by design changes to the location.
The updates to the restaurant were proposed by CEO Julie Felss Masino in 2024, with the goal of increasing business and attracting more customers. Those updates included fewer antiques, brighter lighting and more comfortable seating, according to a report from The Independent.
Who Is Cracker Barrel CEO Julie Felss Masino?
Julie Felss Masino joined the company from other restaurant chains, including Taco Bell and Starbucks.
Masino led a transformation plan announced in May 2024, aimed at refreshing the brand and driving traffic, the company stated in investor communications and reports.
She previously held senior roles at national restaurant chains, and in investor calls, she described limited prior changes to Cracker Barrel’s design aesthetic, framing the refresh as a way to modernize while remaining recognizably Cracker Barrel.
Cracker Barrel Logo: What Changes Were Made?
Cracker Barrel announced plans to simplify its logo by removing a depiction of a man in overalls leaning on a barrel, part of a broader effort to modernize the brand’s visual identity.
The company later reversed that logo change after public criticism in August.
Has the Cracker Barrel Menu Changed?
Cracker Barrel said in a statement on Tuesday that it plans to prioritize menu updates and kitchen efficiency as part of its transformation plan, but the company did not announce an immediate, system-wide menu overhaul when it suspended remodels.
What People Are Saying
Cracker Barrel, in a statement posted to its website Tuesday: “You’ve shared your voices in recent weeks not just on our logo, but also on our restaurants. We’re continuing to listen. Today, we’re suspending our remodels. If your restaurant hasn’t been remodeled, you don’t need to worry, it won’t be. With our recent announcement that our ‘Old Timer’ logo will remain, along with our bigger focus in the kitchen and on your plate, we hope that today’s step reinforces that we hear you.”
Cracker Barrel CEO Julie Felss Masino said during a conference call, according to The Independent: “Historically, Cracker Barrel has made limited changes to our design aesthetic, and we’ve probably relied a little too much on what was perceived to be the timeless nature of our concept,” she said, adding that the goal was “to freshen things in such a way as to be noticeable and attractive but still feel like Cracker Barrel.”
What Happens Next
Cracker Barrel said it tested the new store design in four locations out of about 660 nationally and that no additional remodels would proceed while the company listened to feedback.
Update 9/9/25, 12:52 p.m. ET This article was updated with additional information.
