Cracker Barrel Unveils Bold New Logo in Major Brand Refresh
Hey everyone, have you seen Cracker Barrel’s latest move? The iconic restaurant and country store has just revealed a completely revamped logo as part of its new “All the More” campaign, and it’s sparking a lot of conversation online. For the first time in 48 years, the logo now features only text—no more of the classic image of a man sitting on a barrel. The design harks back to the chain’s earliest days when it originally launched with a text-only logo back in 1969, before the barrel figure was added in 1977. The brand says the new look is anchored in its signature gold and brown tones and is meant to feel closer than ever to the “barrel shape and word mark that started it all.”
This update is more than just a visual tweak. The logo is being rolled out across menus, marketing materials, and even merchandise, creating a unified look for Cracker Barrel’s nearly 660 U.S. locations. Alongside the redesign, the restaurant is celebrating its heritage while embracing a modern twist. The refreshed color palette was reportedly inspired by some of its most popular menu items, like farm-fresh scrambled eggs and buttermilk biscuits, giving a subtle nod to the comfort food the chain is famous for.
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The new logo also ties into Cracker Barrel’s broader “All the More” campaign, which was unveiled by CEO Julie Felss Masino. The campaign aims to highlight the full Cracker Barrel experience—beyond just the food. It celebrates the combination of scratch-made meals, country hospitality, and the retail stores that customers have loved for decades. Country music star Jordan Davis is featured in the campaign, sharing his connection to the restaurant, noting that Cracker Barrel feels like home wherever he is. The collaboration underscores the brand’s message of real, comforting moments that bring people together.
In addition to the visual and promotional changes, Cracker Barrel is rolling out new menu items and reintroducing fan favorites like Uncle Herschel’s Favorite breakfast, which comes with eggs, grits, meat, fried apples or hashbrown casserole, biscuits and gravy, and all the fixings. The chain is also offering a special treat for customers: a complimentary Classic Side with any purchase on August 23 and 24, giving fans a chance to celebrate the rebrand firsthand.
Masino has emphasized that while the brand’s look is evolving, its core values remain the same: delivering great value, hearty portions, and the warm country hospitality that has defined Cracker Barrel for decades. The “All the More” campaign, combined with the logo refresh and menu updates, reflects a thoughtful balance of honoring tradition while embracing the future. Whether you’re a longtime fan or a newcomer, the chain wants everyone to feel welcome, enjoy delicious food, and experience a touch of home in every visit.
In short, Cracker Barrel’s makeover isn’t just about aesthetics—it’s a strategic nod to the past, a celebration of the present, and a clear invitation for customers to experience the brand “all the more.”
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