Cracker Barrel Reveals Updated Logo: 'Our Story Stays the Same'
Cracker Barrel, a Tennessee-based restaurant chain, has unveiled its new logo, removing the image of a man resting on a barrel and opting for a text-only design. This change marks the first time in 48 years that the logo features only text. The restaurant, known for serving southern-style comfort food, made the switch to a simpler design, rooted in its signature gold and brown tones.
The Old Country Store, which opened in 1969, initially had a text-only logo before adding the iconic image of the man sitting against a barrel in 1977. The company stated that the new logo is closely tied to the iconic barrel shape and word mark that are part of its heritage. The updated visuals will be seen across menus and marketing materials, reflecting a refreshed color palette inspired by popular menu items like farm fresh scrambled eggs and buttermilk biscuits.
The new logo was introduced as part of Cracker Barrel's "All the More" campaign, which includes new menu offerings and a collaboration with country music singer Jordan Davis. Davis expressed pride in being part of this new chapter for Cracker Barrel, emphasizing the brand's welcoming atmosphere and sense of community. As part of the campaign, customers in the U.S. can enjoy a complimentary Classic Side with any purchase on August 23 and 24 at the chain's nearly 660 locations nationwide.
Despite the logo change, Cracker Barrel reassured customers that its core values and commitment to hospitality remain unchanged. The company emphasized that "Uncle Herschel" continues to be a prominent figure in its restaurants and on the menu. The spokesperson highlighted that the new logo, the fifth iteration since 1969, pays homage to the brand's origins and is adaptable for digital platforms, billboards, and signs.
In addition to the logo update, Cracker Barrel has been undergoing a modern makeover, transitioning its interiors from an antique Southern feel to a brighter, more contemporary ambiance. The company's chief marketing officer, Sarah Moore, mentioned ongoing efforts to enhance the stores' brightness and welcoming atmosphere while preserving the country hospitality and charm that define the Cracker Barrel experience.