Cracker Barrel Unveils Text-Only Logo and “All the More” Makeover, Sparking Mixed Reactions

LEBANON, Tenn., Aug. 20, 2025 - Cracker Barrel Old Country Store launched its first text-only logo in nearly 50 years. This is part of the “All the More” campaign, which also features updated restaurant interiors and a new fall menu. The new branding swaps the classic barrel image for a sleek word mark. It uses Cracker Barrel’s signature gold and brown colors. Executives say the update respects the brand’s heritage and sets it up for future growth.

The makeover extends beyond the logo. Cracker Barrel will brighten up all 660 locations with new farmhouse-style décor. They’ll also update the peg-game designs. The seasonal menu will highlight dishes like the return of Uncle Herschel’s Favorite breakfast and new options like herb-roasted chicken. Country music star Jordan Davis will kick off the campaign at an event in New York City tomorrow. Then, from August 23–24, you can get a free Classic Side with any purchase.

Not all feedback has been positive. Longtime patrons are upset on social media. They miss the restaurant’s nostalgic vibe and prefer it over the new modern look. ““Cracker took away your last bit of nostalgia,” a TikTok user commented. This shows that many feel the updates move too far from the chain’s roots. A Today.com report said some fans believe removing the barrel symbol hurts Cracker Barrel’s identity. This identity made it a cultural touchstone.

Sarah Moore, Cracker Barrel’s CMO, backed the changes. She said, “our story hasn’t changed.” Our values haven’t changed. “With ‘All the More,’ we celebrate our legacy. This fall, we’re excited to offer fresh energy, careful craftsmanship, and warm hospitality to our guests.” The company is launching the new logo and menu items today. They will closely watch guest feedback to help improve things in the future.