David Awoyode
Cracker Barrel has unveiled a new logo, replacing its longtime image of an overall-clad man leaning on a barrel with a simple text-based design. The rebrand was met with immediate backlash on social media, and the company’s stock dropped shortly after.
From Roadside Stop to National Chain
Dan Evins founded Cracker Barrel in 1969 in Lebanon, Tennessee. Initially, the restaurants doubled as gas stations, serving travelers along America’s growing interstate highway system. The name came from barrels once used to ship soda crackers, which later became symbols of community and checkers games in country stores.
The Country Store Experience
From the beginning, Evins paired his restaurants with gift shops curated by Don and Kathleen Singleton. Their son Larry eventually became the company’s “chief picker,” sourcing antiques and memorabilia until his retirement in 2019.
Gasoline Sales End After Oil Crisis
Cracker Barrel’s first restaurants included gas pumps, but the 1973 OPEC oil embargo made fuel scarce. By the late 1970s, new locations opened without gas stations, and the chain grew across the Southeast.
Going Public and Expanding
In 1981, Cracker Barrel went public, selling over 600,000 shares at $10 each. By 1992, the company’s valuation reached $1 billion, and its store count expanded rapidly nationwide.
Discrimination Controversies in the 1990s
In 1991, Cracker Barrel announced it would no longer employ individuals who did not demonstrate “normal heterosexual values,” leading to firings and widespread protests. Activists staged demonstrations and purchased company stock to apply financial pressure. The company eventually updated its nondiscrimination policy in 2002 to include sexual orientation.
Failed Retail Experiments
During the 1990s, Cracker Barrel tested stand-alone gift shops and even considered hotels. The ventures failed, and by 1997 the company returned focus to its core restaurant-and-store format.
Trademark Dispute With Kraft
In 2012, Cracker Barrel signed a licensing deal to sell branded grocery items. Kraft, which already marketed “Cracker Barrel” cheese, sued for trademark infringement. A 2013 settlement forced Cracker Barrel to use the name “CB Old Country Store” in retail products.
Racial Discrimination Lawsuits
In 1999 and 2001, employees and customers accused Cracker Barrel of racial discrimination. In 2004, the Justice Department also sued the chain, leading to a settlement that required staff training, policy reforms, and external oversight.
Pandemic Struggles and Declining Relevance
Cracker Barrel was hit hard by the COVID-19 pandemic. Despite adding alcohol, expanding takeout, and enhancing catering, the chain lost 16% of its customers between 2020 and 2024. CEO Julie Masino admitted, “We’re just not as relevant as we once were.”
The 2025 Rebrand and Backlash
In 2025, Cracker Barrel launched a streamlined new logo as part of a marketing refresh. Critics on social media panned the design as too minimal, and public figures such as Donald Trump Jr. weighed in against it. By Thursday, shares of Cracker Barrel had fallen 12%.
Charles Esther