Cracker Barrel rebounds after backlash - here's what changed

Nearly a year after a failed rebrand attempt, Cracker Barrel seems to have bounced back.

According to a recent LinkedIn News report, the Middle-Tennessee-based company has rebounded by bringing back traditional menu items and introducing Americana-themed merchandise.

"New products, such as patriotic shirts and salt shakers, have clearly resonated with customers: Store traffic declines have slowed and the company this week raised its full-year revenue outlook, sending its stock soaring on Wednesday," wrote LinkedIn in the June 10 report.

In 2025, the company caused shockwaves when it announced plans to retire its beloved logo featuring the iconic "Old Timer" and replace it with a minimalist design. As part of the rebrand, the company also aimed to give its restaurants a makeover, doing away with the beloved mismatched, cluttered décor and tchotchke-filled walls.

"Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow – the things that you love are still there," said Cracker Barrel CEO Julie Felss Masino in an interview on "Good Morning America". "We need people to choose us, and we want people to choose us."

The move sparked widespread backlash and even drew the attention of several GOP figures, including President Donald Trump.

Here's what to know about how Cracker Barrel has been able to win back customers.

How Cracker Barrel was able to bounce back from disastrous rebrand attempt

According to LinkedIn, Cracker Barrel's rebound has been fueled by its decision to lean into the nostalgia that customers have come to love.

Earlier this year, Cracker Barrel announced a partnership with America250 to mark the anniversary of the signing of the Declaration of Independence and "celebrate the traditions and people that define America."

"Cracker Barrel has always been more than a restaurant - it's a place where Americans reconnect with traditions, with each other, and with the comfort of familiar food and nostalgic surroundings," said Chief Marketing Officer Sarah Moore in a statement.

"Partnering with America250 is a natural extension of our heritage, reflecting the way we've always brought people together through the comforting flavors and shared moments that give meaning to everyday life."

The partnership includes limited-time offerings, new menu items, and a reimagined version of its iconic rocking chair, long synonymous with the Cracker Barrel experience.

What was the response to Cracker Barrel's attempted rebrand?

Audiences expressed strong disapproval of Cracker Barrel's attempted rebrand, with some vowing not to return until the company restored its logo and former interior design.

Comments urging the chain to reverse the changes flooded social media, many called for Masino's resignation, and the company also reported a decline in profits.

In West Nashville, a "Fire the CEO" billboard, styled to resemble Cracker Barrel's rebranded logo with brown lettering against a golden yellow background, was put up along Interstate 40.

According to Cracker Barrel media relations, the billboard was put up by Sardar Biglari, who runs Steak 'n Shake, Western Sizzlin' and Maxim Magazine. The billboard is "exactly the sort of stunt we would expect from him," read a statement provided to the Tennessean on Sept. 18.

Additionally, political conservatives alleged the change was based on diversity, equity and inclusion practices. Trump eventually weighed in on the matter and called on the chain to "Make Cracker Barrel a WINNER again."

The controversy was so severe that it prompted the company to suspend its restaurant remodels and logo change.

"If your restaurant hasn't been remodeled, you don't need to worry, it won't be," the company confirmed in a statement titled "Your Old Country Store is Here to Stay."

Diana Leyva covers trending news and service journalism for The Tennessean. Contact her at Dleyva@gannett.com.

This article originally appeared on Nashville Tennessean: Cracker Barrel rebounds after backlash - here's what changed

Reporting by Diana Leyva, USA TODAY NETWORK / Nashville Tennessean

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This story was originally published June 30, 2026 at 11:42 AM.