Corporate minimalism kind of feels like “we’re losing our recipes” come to life. Brands we know and love for all their quirks, culture-defining moments—and yes, even their missteps—eventually have to make some updates that might take us a second to get used to. Whether it’s a sudden name change, a controversial menu revamp, or an entire restaurant rebrand, it never gets any easier. Unlike Taylor Swift, we don’t really care for our beloved institutions to enter new eras and would much rather they stay exactly how we’ve always remembered them, even if they are a bit outdated.
But what does it say about us that we’re not willing to accept change? Do we just expect brands to simply stay the same and not evolve with the times? Even you change your clothes every day or switch up your style now and then, so why can’t Cracker Barrel? The highly criticized rebrand of the down-home southern restaurant chain has become a lightning rod for controversy, with some saying the new changes make them feel “uncomfortable.” Visceral reactions aside, the changes are a bit hard to miss.
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In addition to overhauling its menu, the chain also started the process of retrofitting its restaurants last summer to give them a brighter, more modern look that includes lighter walls, improved lighting, and an emphasis on more intentional decor. Kind of like when SpongeBob became normal and smoothed out all his edges, just not as weird and dystopian. Despite what people say, the updated restaurants feel fresh and more inviting than the kitschy, overly cluttered stores we’ve become accustomed to.
Related: Beloved Restaurant Makes Big Change and Fans Aren’t Happy: ‘I Feel Uncomfortable’
Cracker Barrel's Sleek New Logo: 55 Years in The Making
Beyond just updating the look and feel of their stores, though, Cracker Barrel is doubling down on the modern rebrand with a sleek new logo and brand identity for the first time in 48 years. To give you a bit of context, Cracker Barrel’s initial identifier was text only until 1977, when the man leaning on the barrel was added, and the rest is history. While the brand’s new visual identity may not include the iconic mystery barrel resting man, it does honor the brand's original heritage by using the classic gold and brown colorway in ingenious ways.
The colors are meant to symbolize Cracker Barrel’s “farm fresh scrambled eggs and buttermilk biscuits,” and the barrel still exists, just more subtly in the background. Additionally, the logo features a more modern typeface along with a variety of updated brand attributes that we’ll see across marketing and menus.
Cracker Barrel's New Fall Menu
As if that wasn’t enough, the brand also announced a slew of new menu items just in time for fall with the help of country music star Jordan Davis, who starred in the new “All The More” campaign to celebrate the brand's 55th anniversary.
Regardless of how you feel about the changes, Cracker Barrel has been slinging out noteworthy flapjacks and down-home Southern staples for the better part of five decades, and it doesn’t look like they have plans to slow down any time soon. Either way, we’d like to go ahead and place an order for the Butter Pecan French Toast Bake with eggs over easy and a side of bacon. You’re more than welcome to join.
Related: Cracker Barrel Teams With Best-Selling Country Music Star to Celebrate 55th Anniversary
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