NEED TO KNOW
- Cracker Barrel responded to fans criticizing redesign efforts in an Instagram post on Monday, Aug. 25
- The chain wrote that it is “grateful” to hear customers’ opinions and that its “values” will stay the same despite other changes
- The social media statement comes days after Cracker Barrel’s market value dropped $100 million
Cracker Barrel is responding to recent criticisms from its fans.
The Southern-inspired part-restaurant, part-store posted a statement on Instagram on Monday, Aug. 25, in response to months of criticism from fans over the 56-year-old chain’s remodeling efforts.
Cracker Barrel announced a new logo and menu items last week. The chain is inspired by old country stores and used to be decorated with brown-colored walls covered in upwards of 1,000 authentic antiques per location, according to a 2022 Cracker Barrel blog post.
The new look, which was announced in May 2024, has a fresh coat of white paint on the walls and modern light fixtures, among other modernizations. Forty locations have already undergone the changes as of May, according to The Wall Street Journal.
The Aug. 25 post opens with “a promise to our guests” and begins, “If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel. We’re truly grateful for your heartfelt voices.”
The slides of text continue, saying that fans’ responses have shown the chain that they could have been clearer about “who we’ll always be” and what beloved elements are staying.
“The things people love most about stores aren’t going anywhere: rocking chairs on the porch, a warm fire in the hearth, peg games on the table, unique treasures in our gift shop, and vintage Americana with antiques pulled straight from our warehouse in Lebanon, Tennessee,” per the post, which added that “what will never change, are the values this company was built on when Cracker Barrel first opened in 1969.”
The post specifically responds to customers’ complaints about the new logo, which changed from the pinto bean-shaped emblem with an illustration of Uncle Herschel (Cracker Barrel founder Dan Evins’ actual uncle) to a barrel-shaped logo on Tuesday, Aug. 19. The restaurant promised that the familial figure is “not going anywhere” despite not being on the logo.
“While our logo and remodels may be making headlines, our bigger focus is still right where it belongs…in the kitchen and on your plate,” the post continued, pointing out the restaurant’s “fair prices” and “country hospitality.”
The Instagram post comes days after Cracker Barrel’s stock fell 7.2% on Thursday, Aug. 21, which represents a loss of $94 million in market value, CBS News reported.
Monday’s Instagram statement didn’t resolve things for many followers in the comments section. One person commented that the response felt like the restaurant was telling them, “we hear you, but we don’t care.” Another person agreed, writing, “The biggest insult to your customers is acting like you hear them but doing the complete opposite.”
“Eating Sunday Supper in a place that looks like a car dealership does not say vintage Americana,” one person wrote and another added that the new appearance looks like “a sterile, institutionalized retirement home.”
