Cracker Barrel is pressing pause on its ambitious makeover plans after a wave of customer criticism.
The iconic chain, which operates 660 restaurants across the U.S., announced it will immediately halt all remodels, signaling a step back from its recent modernization push.
Customers React to Modernized Interiors
Since 2024, Cracker Barrel has been on a $700 million journey to refresh its image under CEO Julie Felss Masino, a former Taco Bell executive.
The company aimed to attract a broader audience as some locations were closing and the chain risked losing relevance with younger diners.
Part of the plan included a brighter, more contemporary interior: lattice wood walls were painted white, cluttered wall decorations were replaced with minimalist farmhouse-style paintings, and new lighting was added to make spaces feel more open.
But the changes didn’t sit well with many loyal customers.
Social media videos showing the new designs quickly sparked complaints.
“Can we please go back to the original look? The nostalgia is gone,” one viewer wrote, echoing the sentiments of long-time patrons who loved the chain’s classic rustic vibe.
Controversy Over New Signage
The remodel backlash intensified when Cracker Barrel unveiled its updated signage, which removed the iconic image of the cross-legged man on a rocking chair.
Critics, including conservative commentators and former President Donald Trump, labeled the new look as “woke,” and the story quickly grabbed national headlines.
In response, the company reversed its signage decision and faced mounting pressure from customers and media alike.
Calls for the CEO’s resignation followed, highlighting the misstep in managing public perception.
Experts Weigh In on the Misstep
Industry analysts were quick to comment on the fallout.
Jerry Thomas, CEO of restaurant advisory firm Decision Analyst, told the Daily Mail, “The company was caught flat-footed in the glare of their customers’ headlights.
It’s a major failure of Cracker Barrel’s senior management.”
With remodels now on hold, the company has promised that any locations not yet redesigned will remain untouched, signaling a significant retreat from the $700 million modernization effort.
Cracker Barrel Reassesses Its Strategy
For now, Cracker Barrel is recalibrating its approach.
The pause on remodels allows the chain to reconsider how to modernize without alienating its core fan base, many of whom value the nostalgic, rustic charm that originally made the brand a household name.
This story is still developing, and updates are expected as the company charts its next steps.