Company said it will return to Americana vintage decor and focus on its food.
Cracker Barrel has suspended all restaurant remodels in the wake of public criticism over the company’s efforts to modernize its image, officials announced Sept. 9.
“You’ve shared your voices in recent weeks not just on our logo, but also on our restaurants,” the company said in an announcement posted on social media. “Today, we’re suspending our remodels. If your restaurant hasn’t been remodeled, you don’t need to worry, it won’t be.”
Two weeks ago, the homestyle restaurant chain announced it would abandon a new logo redesign and return its old logo after substantial public disapproval, including from President Donald Trump. Fans of the eatery were disappointed after the company removed the image of an elderly man leaning against a barrel and replaced it with plain text.
The company’s now-discarded $700 million overhaul included replacing its iconic Americana antiques that decorated restaurants across the country. The redecorated restaurants were seen as stark and missing some of Cracker Barrel’s original country charm.
“We heard clearly that the modern remodel design does not reflect what you love about Cracker Barrel,” the company said. “We had tested this design in only four out of 660 locations, and we won’t continue with it.”
The restaurant chain said it planned to continue investing in their restaurants to meet expectations and will return the vintage Americana, the rocking chairs on porches, fireplaces, games, and unique treasures in their gift shops.
“We want you to have a warm, welcoming space for friends and family to gather and enjoy our craveable food and country hospitality,” Cracker Barrel stated.
The company, which has about 70,000 employees, also plans to put a bigger focus on the kitchen and on customers’ plates.
Cracker Barrel’s new CEO Julie Feiss Masino, a former executive at Taco Bell and Starbucks, announced the company’s plans to modernize in May 2024. Masino said the restaurant chain was losing its relevance and needed to boost customer traffic.
Beyond remodeling and changing its logo, it also planned a new dinner menu and more efficient kitchens.
At the time, Cracker Barrel planned to remodel up to 30 stores.
“Historically, Cracker Barrel has made limited changes to our design aesthetic, and we’ve probably relied a little too much on what was perceived to be the timeless nature of our concept,” Masino said during a conference call with investors.
A public firestorm erupted last month when Masino unveiled the “new logo,” which was missing the barrel and leaning man. Masino said in media interviews that the company had received positive customer feedback but many customers also expressed their disappointment.
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