Cracker Barrel is getting a fresh look — but the chain insists its soul isn’t going anywhere.
The Lebanon, Tennessee-based restaurant chain known for its Southern hospitality, rocking chairs on the porch and country store charm is rolling out a nationwide rebrand. Over the next few years, nearly all of its 660 locations will get remodeled interiors, updated logos and refreshed menu items.
“What’s important is things that people love about Cracker Barrel, the soul of Cracker Barrel is not changing,” CEO Julie Masino told “Good Morning America.” “The rocking chairs are still there, the fireplace is still there, the peg game — all the things that make Cracker Barrel, Cracker Barrel, the vintage decor it’s still there, and it’s working.”
Masino emphasized that the multiyear renovation is about elevating the guest experience without losing the brand’s identity. “We are listening to our guests. We are doing this all for them,” she said, noting that new booths and more comfortable seating are among the changes.
A new campaign: ‘All the More’
As part of the rollout, the company launched a new brand campaign on Tuesday, “All the More,” highlighting how Cracker Barrel is “bigger than just a meal.” The campaign leans into country values of warmth, connection and home-cooked food, with help from country artist Jordan Davis.
“We believe in the goodness of country hospitality, a spirit that has always defined us,” said Sarah Moore, Cracker Barrel’s chief marketing officer, in a press release.
She continued, “Our story hasn’t changed. Our values haven’t changed. With ‘All the More,’ we’re honoring our legacy while bringing fresh energy, thoughtful craftsmanship and heartfelt hospitality to our guests this fall.”
Davis echoed that sentiment: “Cracker Barrel has always felt like home to me. It’s where the food hits just right, the people treat you like family, and the pace lets you slow down and take a breath. That’s something I try to bring into my music too; real moments that feel good and bring people together.”
To kick off the partnership, Cracker Barrel and Davis will host “A Taste of Country, Anytime” event on Thursday, Aug. 21, in New York City. The pop-up event will bring “front porch” hospitality to the big city, complete with live entertainment, rocking chairs, classic games and plenty of food, per the company press release.
The refresh comes as Cracker Barrel introduces new fall menu items and brings back a fan favorite: Uncle Herschel’s Favorite — a hearty breakfast with two eggs, choice of meat, hashbrown casserole or fried apples, plus biscuits, gravy and grits.
Consumer reactions
Still, not everyone is sold on the rebrand. Some fans worry that leaning into modern branding could chip away at the nostalgia that has always been Cracker Barrel’s strength.
One X user criticized the interior updates, writing:
“This is terrible. So much of the Cracker Barrel experience is the atmosphere. And the previous design is intertwined with their whole identity. It was unique and easily identifiable from a single interior photo.
“This just looks like a breakfast place that charges $25 for an omelet and $10 for a bagel (cream cheese is extra).”
Others were less concerned, noting their main focus was whether the beloved gift shop remained unchanged.
Masino pushed back against the criticism. “Cracker Barrel needs to feel like the Cracker Barrel for today and tomorrow. The things you love are still there,” she continued. “We need people to choose us and we want people to choose us because people love this brand.”
The effect of tariffs on the company
Masino also addressed ongoing questions about tariffs and supply chain challenges, noting that the company manages its restaurant and retail businesses separately. On “the restaurant side, all of those goods for the most part are sourced here domestically, the food and everything being prepared in the restaurants,” she explained.
“And the retail side, we get a lot of those goods from all over the world, so we have been looking at the tariffs, we’re doing everything we can to mitigate the impact.”
Despite those pressures, Masino underscored Cracker Barrel’s commitment to value. “The average check at Cracker Barrel is about $15, whereas the industry is at $27,” she said. “It’s an amazing value, great scratch-cooked food, abundant portions, our job is to maintain that great value, delicious food and the country hospitality we’re known for.”