Cracker Barrel rolls out new logo and bold “All the More” rebrand

A new era for Cracker Barrel began this week with the debut of its updated logo, revamped menu, and refreshed look—under a fall campaign dubbed “All the More.” The changes mark the first major logo update since 1977, and the chain is tying the rollout to guest promotions and a star cameo.

On August 19, Cracker Barrel unveiled its fifth logo evolution, stripping the iconic figure by a barrel in favor of a cleaner, barrel-shaped outline paired with its classic gold-and-brown palette. The chain calls the new design “rooted even more closely to the iconic barrel shape and word mark that started it all.”

The “All the More” campaign spans beyond branding. Across nearly 660 locations, diners will find brighter interiors and modern touches — such as lighter walls and fewer antiques — while maintaining hints of Cracker Barrel’s nostalgic feel.

A new fall menu launched alongside the new look. Favorites like Uncle Herschel’s Favorite Breakfast return (now with a New York strip steak option), joined by items like sausage-and-egg hashbrown casserole, butter-pecan French-toast bake, herb-roasted chicken, and pot roast. Desserts and drinks include cinnamon-roll skillets and sticky buns.

Country singer Jordan Davis is fronting the launch event scheduled for August 21 in New York City—named “A Taste of Country, Anytime.” He’ll appear in promotional spots and help open the campaign in person.

As thanks for joining the celebration, Cracker Barrel will give a free Classic Side with any qualifying dine-in purchase on August 23–24. The offer applies at nearly all locations and gives guests a small taste of the refreshed brand.

So far, about 40 of the chain’s nearly 660 locations have received remodels that introduce clean white walls, modern light fixtures, and curated shadow-boxed antiques. It is unclear at this writing as to just how many of Alabama’s 31 Cracker Barrel locations have been updated, or when the remaining stores will receive the revamp.

Not all of the feedback to the new look is glowing. Some long-time diners voiced concerns that the changes may put aside the chain’s cozy charm. "It's now basically an IHOP," one user said.

Still, the company moves ahead, aiming to preserve its roots while inviting in fresh energy and thoughtful craftsmanship.