Cracker Barrel Hosts Manhattan Pop-Up Amid Logo Rebrand Backlash

NEW YORK, Aug. 22, 2025 - Cracker Barrel Old Country Store held a pop-up event in Manhattan. They aimed to highlight their new “All the More” campaign. This also helps address the growing criticism of their recent minimalist logo.

The one-day event, called “A Taste of Country, Anytime,” turned Gansevoort Plaza in the Meatpacking District into a Southern-style country store and restaurant. Guests tried classic menu items, took line-dancing lessons, and enjoyed live country music. The event featured singer Jordan Davis, who is part of the chain’s fall marketing push. Rocking chairs and vintage tabletop games brought Cracker Barrel’s signature hospitality to life. But the beloved barrel-leaning “Old Timer” icon is now gone from the signage.

Cracker Barrel debuted its new logo on Tuesday. This is part of a $700 million effort to modernize. The plan features interior updates, enhanced digital experiences, and a broader menu. The new design removes the figure in overalls and fancy details. Instead, it features a simple gold-and-brown text layout. The company says this goes back to the chain’s original text-only style from 1969.

The pop-up follows strong criticism from conservatives. They accuse Cracker Barrel of leaving its American roots for a “woke” look. In response, the chain emphasized today that its core values remain intact. ““Our principles remain unchanged. “The essence of Cracker Barrel has not changed,” the company stated to Newsweek. They stressed that “Uncle Herschel,” the beloved Old Timer figure, still plays a central role in the restaurant experience and menu branding.

Cracker Barrel faced backlash on social media and a 10 percent drop in stock after announcing its new logo. Despite this, executives believe the updated identity is key to attracting younger diners and keeping the brand relevant. On August 23 and 24, all U.S. locations will offer complimentary classic sides. This is to get more people to try the fall menu lineup.

Cracker Barrel is rebranding almost 660 restaurants across the country. They’re counting on a mix of nostalgia and a modern look to attract both new and loyal customers.