Cracker Barrel’s Identity Crisis

By: TPS Staff

Cracker Barrel was founded in 1969 by Dan Evins in Lebanon, Tennessee. Known for its nostalgic, old-country charm, the restaurant chain quickly became a roadside favorite, pairing Southern-style cooking with a cozy general store. Originally created as a highway stop serving both gas and food, it has since grown into a beloved national chain with over 650 locations across the United States.

One of the most iconic elements of the Cracker Barrel brand is its logo, designed by Bill Holley in 1977. The logo was famously sketched on a napkin and remained largely unchanged for decades. It symbolized the company’s values of tradition, comfort, and Americana.

On August 18th of this year, Cracker Barrel unveiled a rebranded logo featuring a more minimalist, modern design while retaining the original color palette. The redesign wasn’t limited to the logo, but included changes to the menu and interior decor, signaling a broader shift in brand direction.

These changes resulted in a fire storm of backlash from customers, political groups, and even made its way to the presidents social media accounts. The companies stock shares fell a whopping 13%. In response to the backlash, the restaurant chain ultimately reinstated its original logo and reassured customers of its continued commitment to traditional values and Southern hospitality.

Rebranding is often intended to signal a fresh direction for a company, but history has shown that not all redesigns succeed. Brands like Gap, Tropicana, and RadioShack have faced major backlash and in some cases, even bankruptcy. While each case is unique, one thing is clear: changing a logo, name, or typeface is far more complex than it appears. Modernization and simplicity may work for some brands, but they aren’t universal solutions. Successful rebrands must strike a careful balance evolving with the times without abandoning the company’s heritage and identity.