Cracker Barrel Old Country Store Inc. has unveiled the first major redesign of its logo in nearly five decades, replacing the image of a seated man leaning on a barrel with a simplified, text-only mark that retains the brand’s brown-and-gold palette. The change is part of a wider “All the More” modernization campaign that also includes updated store interiors and menu tweaks. Chief Executive Officer Julie Felss Masino told ABC’s Good Morning America that customer reaction has been “overwhelmingly positive,” adding that the chain “needs to feel like the Cracker Barrel for today and for tomorrow” while preserving its core identity. The revamp, which outside reports put at roughly $700 million, draws on the company’s original 1969 wordmark and is intended to attract younger diners without alienating longtime patrons. Early response on social media has been sharply critical, with some customers and commentators accusing the Tennessee-based chain of abandoning its Americana roots and joining a broader corporate trend toward minimalist, so-called “woke” branding. Supporters of the redesign argue that the simpler look will scale better across digital platforms. Cracker Barrel operates 662 restaurants in 45 states and has been seeking ways to revive foot traffic after pandemic disruptions and shifting consumer tastes. The company has not released new financial guidance tied to the rebrand, but its shares (CBRL) have fallen about 20 percent since June, touching a 52-week low of roughly $45, according to market data cited in media reports.