Cracker Barrel is facing backlash after it rolled out newly remodeled locations that trade its signature rustic decor for a more stripped-down look.
Newsweek contacted Cracker Barrel for comment via email on Monday outside regular working hours.
Why It Matters
In June, Cracker Barrel faced backlash after celebrating Pride Month, with fans arguing that the brand was becoming too “woke,” and the remodel has elicited similar reactions.
Across the country, brands have increasingly faced conservative backlash over perceived “wokeness,” with high-profile examples—such as the Bud Light boycott—fueling a broader culture-war trend against corporate diversity and inclusion efforts.
What To Know
Cracker Barrel, a restaurant chain based in Tennessee, has begun rolling out remodels of some locations around the country, updating its nostalgic, country-style decor into a brighter, more modern style.
On X, a user posted a video showing the makeover of one branch, which sparked widespread backlash on the platform. “At a remodeled Cracker Barrel. I hate it,” the poster wrote.
Several users have complained that the new decor is too bright and plain, and that it detracts from the “traditional” and “homemade” feel of the old locations.
“Cracker Barrel used to look like Gramma & Pawpaw’s old barn house. Now it looks like OCD Aunt Karen dropped $10K at Hobby Lobby,” one X user wrote.
“Before Cracker Barrel had a homemade feel,” another user commented, adding that after the remodel it felt “like an airport soulless place.”
Conservative political commentator Tim Pool also criticized the remodel, saying on his podcast, “This epitomizes everything that’s gone wrong in this country, is this remodel.”
He added that the new decor stripped “any actual tangible identity” from Cracker Barrel and made it look like “a Brooklyn cafe or coffee shop.”
Julie Felss Masino, the president and CEO of Cracker Barrel, spoke with CNBC in 2024 about rolling out remodels as part of a plan to bring more customers to the brand.
“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.
Commenting on the initial customer response to the remodels, she said: “They’re saying things like, ‘Lighter, brighter, fresher, feels like my Cracker Barrel.’ But they’re also saying: ‘It’s still the warm hospitality. It’s still the food that I love. The decor is still on the walls.’ They love it.”
While social media has been inundated with criticisms of the new style, some users have said they don’t mind the changes.
“Honestly, not as bad as advertised. You don’t even notice since the food is good,” one X user wrote, adding in a follow-up post: “The old fashion feel is still there. They just changed the color of the walls.”
What People Are Saying
Cracker Barrel, responding to criticisms of the new decor, told the New York Post in June: “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.”
What Happens Next
Amid slumping sales and stock decline, Cracker Barrel’s CEO said last year that the chain was undergoing a three-year plan to make the brand more “relevant,” which included renovations and updates to the menu.
The restaurants will likely continue with their transformation plan, and it remains to be seen whether customer backlash to the new decor will influence the changes.
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