Cracker Barrel unveils new logo, fall menu amid brand makeover

article

Signage is displayed outside a Cracker Barrel Old Country Store Inc. restaurant and gift shop in Louisville, Kentucky, U.S., on Monday, Sept. 23, 2019. Photographer: Luke Sharrett/Bloomberg via Getty Images

LEBANON, Tenn. - Cracker Barrel continues to turn heads with its makeover, this time announcing a new logo and a menu for fall. 

Dig deeper:

In a news release, the restaurant said it is updating its visuals, "including the fifth evolution of the brand’s logo."

According to the New York Post, the new logo will be text only with no images. 

RELATED: Cracker Barrel's modern makeover leaves diners divided

Cracker Barrel has also rolled out a new menu for fall:

Breakfast

• Uncle Herschel’s Favorite®– Back by popular demand, this beloved, fan-favorite includes two eggs cooked to order with your choice of Sugar Cured Ham, Country Ham, Grilled or Fried Catfish Fillet, Crispy Tender Dippers or – for the first time ever – a premium New York Strip Steak available for an upgrade, served with Hashbrown Casserole or Fried Apples, Buttermilk Biscuits, Sawmill Gravy and Grits.
• Sausage & Egg Hashbrown Casserole – A double portion of our signature Hashbrown Casserole is layered with Colby cheese, served over Sawmill Gravy with scrambled eggs and a flavorful blend of crumbled smoked sausage, onions, red peppers, and green chiles, topped with crispy fried onions, diced tomatoes, and green onions, with a side of Buttermilk Biscuits.
• Bacon & Egg Hashbrown Casserole – Scratch-made Hashbrown Casserole hot off the grill is layered with pieces of crispy bacon, farm-fresh scrambled eggs, melted Colby cheese, fried onions, diced tomatoes, and green onions, with Buttermilk Biscuits on the side.
• Butter Pecan French Toast Bake – Thick-cut country bread is soaked in vanilla custard, topped with cheesecake filling, baked ‘til golden, with your choice of bacon or sausage. Praline pecan streusel and butter pecan syrup available as an upgrade.

Lunch and dinner 

• Herb Roasted Chicken – A half chicken, seasoned and slow-roasted in the oven until golden, crispy perfection and topped with a lemon herb butter sauce. Served with mashed potatoes, choice of classic side, and Buttermilk Biscuits or Corn Muffins.
• Hashbrown Casserole Shepherd’s Pie – Slow-braised pot roast and gravy with carrots, peas, onions, celery, and mashed potatoes, topped with a crispy griddled Hashbrown Casserole crust, sour cream, diced tomatoes, and green onions, and hand-rolled Buttermilk Biscuits on the side.
• Slow-Braised Pot Roast – A family classic featuring slow-roasted rib roast, carrots, onions, and celery in a savory, homestyle gravy with mashed potatoes, choice of classic side, and Buttermilk Biscuits or Corn Muffins.

Drinks and desserts 

• Butter Pecan Sticky Buns – Warm, tender sweet dough in our butter pecan sauce and baked with a gooey praline pecan topping.
• Cinnamon Roll Skillet – Freshly baked mini cinnamon rolls with a gooey cinnamon filling and topped with cream cheese icing.
• Brown Sugar Latte – A seasonal take on the classic latte with sweet brown sugar sauce, espresso, and steamed milk, topped with whipped cream and drizzled with butter pecan syrup (served hot or cold).
• Wild Berry Tea – A blend of freshly brewed iced tea bursting with flavors of juicy wild berries.

To help kick off the new style, the restaurant announced that country music artist Jordan Davis will host "A Taste of Country, Anytime" event on Thursday, Aug. 21 in New York City.

Cracker Barrel will also offer guests a complimentary classic side with any purchase, available August 23–24.

What they're saying:

"We believe in the goodness of country hospitality, a spirit that has always defined us. Our story hasn’t changed. Our values haven’t changed. With ‘All the More,’ we’re honoring our legacy while bringing fresh energy, thoughtful craftsmanship and heartfelt hospitality to our guests this fall," said Sarah Moore, Chief Marketing Officer of Cracker Barrel, said in news release. 

The backstory:

Cracker Barrel executives explained to The Wall Street Journal in May that the company felt giving its restaurants a makeover could help increase sales, attract new customers, and keep the business afloat in challenging economic circumstances.

Several people hopped on social media to comment on Cracker Barrel’s new upgrades.

One TikTok user posted a look at the inside of her local Tennessee Cracker Barrel in an April video. "When Cracker Barrel took away the last piece of nostalgia you had left," she captioned a video of the restaurant’s updated interior.

When asked by the Wall Street Journal about Cracker Barrel’s new look, a longtime Cracker patron said "But opening the walls, lighter colors and atmosphere, it feels like something colder," Triana told the Wall Street Journal.

Another TikTok users shared related videos and feelings about the changes while some expressed appreciation for the fresh look.

"They've white washed the old country store." 

"Fresh exterior paint-the whole building used to be dark brown. White walls, really bright and inviting!!! Bright white decor continued in the dining room. Open floor plan without the dark lattice walls," another user wrote captioned on TikTok.

A Colorado resident who often makes pit stops at Cracker Barrel restaurants during road trips, told the New York Post that she likes the new look, sharing that the previous restaurants looked "cluttered," "dark" and "dusty."