Recently, Cracker Barrel, the popular 56-year-old family restaurant chain, came under fire after their rebranding attempt took a wrong turn. In a segment on “Good Morning America” aired on August 19, CEO Julie Felss Masino discussed the company’s need to refresh its restaurants and stores while maintaining its core values. Founded in 1969, the cooperative health center chain has a pretty specific idea of what that means. It seeks to bring an exciting, modern vibe while embracing the traditions fans love and look forward to.
After facing backlash for this move, the brand took full note of the strong brand love and emotional connection their customers felt with the brand. They continued, “If the last few days have taught us anything, it’s just how fiercely people love Cracker Barrel. We’re truly grateful for your heartfelt voices.” This feeling underlines how integral community feedback will be in the future development of the company.
Masino told us that while looking to the future, Cracker Barrel should stay true to its roots. Cracker Barrel has to be Cracker Barrel for today and for tomorrow,” she declared. The publicly traded company recently launched major renovations at its fast-casual restaurant-and-retail footprints. They’re doing it in a new, subtle way that’s more like the modern country aesthetic.
While the redesign includes a minimalist logo change and updates to seating, lighting, and bookcases, Cracker Barrel has assured customers that cherished elements remain intact. Signature features like stone fireplaces and mounted taxidermy deer heads remain central to the restaurant’s rustic dining experience. Masino elaborated on how Cracker Barrel has changed, its soul is in good hands. The rocking chairs, smells from the fireplace, and the peg game are all still there—keeping everything that makes Cracker Barrel special.
The menu will still keep that classic soul food tradition alive with meatloaf, chicken n’ dumplins, country fried steak and pancakes. “What has not changed, and what will never change, are the values this company was built on when Cracker Barrel first opened in 1969: hard work, family, and scratch-cooked food made with care,” stated Cracker Barrel representatives.
In looking beyond the remodeling and tech investments, Cracker Barrel made it a point to reiterate that their commitment is still on great cooking and warm hospitality. The company remarked, “While our logo and remodels may be making headlines, our bigger focus is still right where it belongs… in the kitchen and on your plate: serving generous portions of the food you crave at fair prices and doing it with the kind of country hospitality that brightens your days and creates lasting memories.”
