Controversy over Cracker Barrel's new logo: Lebanon-based chain confronts criticism; CEO offers response
In a recent turn of events, the beloved American restaurant chain, Cracker Barrel, is facing severe backlash on social media due to its new logo and menu updates. At the helm of these changes is Julie Felss Masino, the CEO of Cracker Barrel, who took over the position in 2018.
Masino has stated that the things people love about Cracker Barrel are still present in the changes, and that people like the updates made to the restaurant. In an interview with Good Morning America, she expressed that Cracker Barrel wants people to choose them.
The new changes have sparked significant controversy, with some critics labelling Masino as 'woke' and accusing her of destroying a once great American brand. The backlash is particularly noticeable on the platform formerly known as Twitter, where pro-Trump advisor Alex Bruesewitz expressed his disapproval.
Despite the negative response, Cracker Barrel is running an 'All the More' campaign that aims to position the brand for the future. The new logo design is said to be 'rooted even more closely to the iconic barrel shape and word mark that started it all'. In a departure from the past 48 years, the new logo is text-only.
The color palette in the new campaign was inspired by 'farm fresh scrambled eggs and buttermilk biscuits'. Prior to the 1977 update, the Cracker Barrel logo had only text.
At a recent on-site meeting in Florida, the most frequently asked question was about remodeling, with people asking how to get a remodel, when they can get a remodel, and how to get on the list.
In response to the backlash, Sarah Moore, the chief marketing officer of Cracker Barrel, said in a statement that the changes honor the brand's legacy while bringing fresh energy, thoughtful craftsmanship, and heartfelt hospitality. She emphasized that Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow.
As the dust settles, it remains to be seen how the backlash will impact Cracker Barrel's future. However, one thing is certain—the restaurant chain is determined to move forward with its vision of providing a welcoming and familiar experience for its customers.
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