Cracker Barrel Old Country Store has replaced its long-standing image of a man leaning on a barrel with a pared-back, text-only emblem, marking the chain’s first major logo overhaul since 1977. The redesign, introduced on 20 August, keeps the familiar brown-and-gold palette but drops the well-known country motif that has been central to the brand’s identity for nearly half a century. Chief Executive Officer Julie Felss Masino said in an interview on ABC’s Good Morning America that customer reaction has been “overwhelmingly positive” and described the change as part of making the business “the Cracker Barrel for today and for tomorrow.” Masino, who joined the Tennessee-based company in late 2023, added that the things guests “love are still there” even as the chain refreshes its look and menu. The decision has drawn swift push-back on social media, where longtime patrons and conservative commentators argued the new design erases the restaurant’s nostalgic appeal and accused the company of pandering to political trends. Critics likened the move to other high-profile brand missteps, calling the simplified logo bland and generic. Cracker Barrel’s makeover is one element of a broader modernisation effort the company has previously valued at roughly $700 million, covering updated interiors, new technology and menu changes aimed at attracting younger diners while retaining its core customer base. The chain, which operates about 662 locations nationwide, has faced sluggish traffic since the pandemic and is looking to reignite growth after its shares fell to multiyear lows earlier this year.