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Cracker Barrel, the popular southern comfort food restaurant chain, has faced backlash over rebranding efforts, which includes changing its signature antique aesthetic and logo.
The Middle Tennessee-based restaurant announced its "All the More" campaign, which features new and returning menu items, "refreshed" remodeling and an "enhanced brand look and feel," the company announced in a news release obtained by the Tennesseean on Tuesday (August 19).
“We believe in the goodness of country hospitality, a spirit that has always defined us. Our story hasn’t changed," said Cracker Barrel Chief Marketing Officer Sarah Moore. "Our values haven’t changed.
"With ‘All the More,’ we’re honoring our legacy while bringing fresh energy, thoughtful craftsmanship and heartfelt hospitality to our guests this fall."
The changes included the restaurant's classic gold and brown logo including a minimalistic design, omitting the image of a man sitting next to a wooden barrel, as well as renovations to give a more modern feel, steering drastically from its iconic ambience. The changes have led to outrage online on both sides of the aisle, with both Republican pundit Donald Trump Jr., the eldest son of President Donald Trump, and Democratic California Gov. Gavin Newsom, both expressing criticism among numerous fans of the restaurant.
"Put the grandpa back on the logo," an Instagram user wrote in response to the change.
"A message from Gen Z: Absolutely no one was offended by the old logo. America wants one of its favorite logos back," another user wrote.
"The new rebrand took the feeling away," another user wrote. "Cold and sterile."
Still, Cracker Barrel CEO Julie Felss Masino claimed that "people like what we're doing" while appearing on Good Morning America to discuss the initial announced changes.
"Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow – the things that you love are still there," she said. "We need people to choose us, and we want people to choose us."