Cracker Barrel Pulls Back on Modern Makeover Plans
Cracker Barrel announced Tuesday that it will suspend its restaurant remodels after strong pushback from conservatives who felt the redesign the restaurant chain was going “woke.”
The Lebanon, Tennessee-based company confirmed that just four of its 660 locations had been remodeled under the pilot project. The updates—brighter lights, lighter paint, simplified antiques, and more comfortable seating—were meant to refresh the brand while keeping key elements like fireplaces. But the changes didn’t sit well with customers.
“We heard clearly that the modern remodel design does not reflect what you love about Cracker Barrel,” the company said in a statement, assuring diners that it will still invest in upkeep while holding onto its signature look.
Logo Backlash Added to the Tensions
The remodeling controversy follows an earlier misstep: Cracker Barrel’s plan to modernize its logo by removing the illustration of a man leaning on a barrel. That announcement sparked immediate criticism online and forced the company to walk back its decision.
The back-to-back blowups highlight the tightrope Cracker Barrel faces in trying to evolve without alienating its base of loyal, often traditionalist, diners.
CEO Masino’s Push for Relevance
Since taking over in May 2024, CEO Julie Felss Masino—a former Taco Bell and Starbucks executive—has warned that Cracker Barrel risks losing relevance if it doesn’t adapt. She rolled out a broader transformation plan including new dinner items and kitchen upgrades, alongside a goal of remodeling 25 to 30 restaurants during fiscal 2025.
Masino said two remodeled locations had received strong feedback, and the aim was always to “freshen things in such a way as to be noticeable and attractive but still feel like Cracker Barrel.”
Still, many longtime patrons weren’t convinced. Outside a Vicksburg, Mississippi, location last month, customer Jerry Love summed up the sentiment: “They are supposed to be taking out the old, I call it ‘antique-type’ decorations on the walls. I’m very conservative and old so I like those and rather that they didn’t.”
