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ARTICLE · 04 SEPTEMBER 2025

Why Cracker Barrel's New Logo Is A No Go

Berenzweig Leonard
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Order up! A slice of humble pie has just been served. This week's BL Business Branding newsletter investigates why Cracker Barrel's rebrand attempt was met with such opposition from its customers...

United StatesIntellectual Property
Berenzweig Leonard, LLP
Berenzweig Leonard, LLP

Order up! A slice of humble pie has just been served. This week's BL Business Branding newsletter investigates why Cracker Barrel's rebrand attempt was met with such opposition from its customers leading to the company's logo flip flop, and what lessons other businesses can take away from the failed experiment.

First opened in Lebanon, Tennessee, in 1969, Cracker Barrel has grown into a massive corporation with over 650 locations in operation today. At the helm of the brand was the company's logo, featuring an "old timer" leaning against a barrel next to the "Cracker Barrel" moniker, and with "Old Country Store" underneath the design. Known as a destination for down-home southern comfort food, customers had come to associate the brand with its homey feel, antique-laden interior, and country store offerings.

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