Cracker Barrel is feeling the heat after unveiling a new look that trades in its signature country-rustic style for a brighter, more modern vibe.
The Tennessee-based restaurant chain has begun remodeling some of its locations across the U.S., but the fresh decor has left a portion of its loyal fanbase furious. The backlash exploded after a video on X showed one revamped store, prompting one diner to declare, “At a remodeled Cracker Barrel. I hate it.”
The updates are part of a broader three-year transformation plan to make the brand more “relevant” amid slumping sales and a dip in stock value. Cracker Barrel’s president and CEO, Julie Felss Masino, told CNBC in 2024 that the goal was to attract more customers without alienating long-time regulars. “How do we make sure that we appeal to people who love us because we want them to keep loving us, but how do we welcome even more people into the brand?” she said.
Still, many fans say the new design strips away the cozy, “Grandma’s house” feeling that made the chain unique. One X user compared the remodeled space to “OCD Aunt Karen dropping $10K at Hobby Lobby.” Another slammed it as “like an airport soulless place.” Conservative commentator Tim Pool even weighed in, saying on his podcast that the makeover “epitomizes everything that’s gone wrong in this country” and made the restaurant look like “a Brooklyn cafe or coffee shop.”
Critics argue that the brighter lighting, simplified walls, and stripped-back decor take away the “homemade” and “authentic” feel Cracker Barrel was known for. The brand, however, insists it’s listening to its customers. In a statement to the New York Post in June, Cracker Barrel said, “We deeply appreciate the passion our guests have for our brand and are thankful for the thoughtful feedback they continue to share. The updates underway in our stores are inspired by the voices of both our guests and team members, and reflect our ongoing commitment to making our stores feel brighter and even more inviting, all while preserving the warm, country hospitality and charm that define us.”
Not everyone is mad about the change. Some diners have said the remodel isn’t nearly as bad as social media makes it out to be. “Honestly, not as bad as advertised. You don’t even notice since the food is good,” one customer posted on X, adding that “the old-fashioned feel is still there. They just changed the color of the walls.” Masino echoed that sentiment, saying customers have called the new style “lighter, brighter, fresher” while still recognizing the same friendly service and comfort food.
The reaction to the redesign echoes the pushback Cracker Barrel received in June after celebrating Pride Month – a move that drew accusations from some customers that the brand had gone “woke.” It’s a reminder of the tightrope national brands are walking, with high-profile examples like the Bud Light boycott showing how quickly consumer sentiment can turn political.
For now, Cracker Barrel doesn’t seem to be slowing its remodel plans, and with more locations set to undergo the transformation, the divide between traditionalists and those open to change may only grow. Whether the backlash affects the chain’s strategy remains to be seen, but one thing is certain – Cracker Barrel’s new look has people talking, and not all of it is friendly.
Leo Cruz brings sharp insights into the world of politics, offering balanced reporting and analysis on the latest policies, elections, and global political events. With years of experience covering campaigns and interviewing world leaders, Leo ensures readers are always informed and engaged.
