By SPEAKIN’ OUT NEWS
Cracker Barrel Old Country Store, a familiar stop for travelers and families across Alabama and the South, is still feeling the impact of a controversial logo change that sparked widespread backlash from loyal customers.
Last year, the restaurant chain introduced a simplified version of its longtime logo, removing the well-known image of the older man sitting beside a cracker barrel — a symbol many customers associated with the brand’s traditional Southern identity. The redesign quickly drew criticism online and among longtime diners who felt the change erased an important part of the company’s heritage.
According to Restaurant News, the reaction led to a significant drop in customer visits.
“Traffic is still down significantly at the family-dining chain, but it is beginning to improve,” restaurant industry reporter Joe Guszkowski wrote in the publication.
Company data shows that traffic declined about 10 percent during the three-month period ending Jan. 30, while retail sales — including merchandise sold in Cracker Barrel’s in-store country shops — dropped roughly 7 percent.
“It was the second straight quarter of major traffic declines at Cracker Barrel after widespread backlash to a new logo turned many customers off of the chain,” Guszkowski wrote.
In response to the public outcry, the company eventually reverted to its original logo, restoring the familiar design that many customers had come to recognize over the years.
Despite fewer customers overall, company leaders say guests visiting restaurants are reporting more positive experiences.
Customer satisfaction scores tied to food, service, and value have improved by as much as 5 percent, according to Cracker Barrel CEO Julie Masino. The company’s Google rating has also climbed to 4.28 stars, its highest mark since just before the COVID-19 pandemic.
Masino said the company is also focusing on strengthening its loyalty program to encourage repeat visits and reconnect with longtime diners.
“We’re seeing movement there, and that feels good to us because obviously an increasing frequency with people that know us and are already in our ecosystem is really important to us,” Masino told Restaurant News.
For many communities across Alabama, Cracker Barrel remains more than just a restaurant. Known for its rocking chairs, country store, and Southern comfort food, the brand continues to serve as a gathering place for families and travelers alike.