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Lebanon, Tennessee-based Cracker Barrel said Tuesday that just
four of its 660 restaurants had been remodeled as part of a test
for the brand. The remodels, which began last year, added more
comfortable seating, brighter lights, lighter paint and a
simplified assortment of antiques but kept signature elements
like fireplaces.
“We heard clearly that the modern remodel design does not
reflect what you love about Cracker Barrel,” the company said in
a statement. “Of course, we will continue to invest in our
restaurants to make sure that they are in good shape and meet
your expectations.”
Cracker Barrel announced a transformation plan in May 2024 under
its new CEO, Julie Felss Masino, a former executive at Taco Bell
and Starbucks. Masino said Cracker Barrel was losing its
relevance and needed some changes to boost customer traffic. In
addition to remodeled stores, the chain planned new dinner menu
items and more efficient kitchens.
At the time, Masino said Cracker Barrel planned to remodel 25 to
30 stores in its 2025 fiscal year, which ended July 31.
“Historically, Cracker Barrel has made limited changes to our
design aesthetic, and we’ve probably relied a little too much on
what was perceived to be the timeless nature of our concept,”
Masino said during a conference call with investors.
Masino said the company had received positive customer feedback
after remodeling two stores.
“The goal, simply put, was to freshen things in such a way as to
be noticeable and attractive but still feel like Cracker
Barrel," she said.
But the changes didn't sit well with many customers, especially
after Cracker Barrel announced it planned to simplify its logo
and remove a picture of an overall-clad man leaning on a barrel.
“They are supposed to be taking out the old, I call it
‘antique-type’ decorations on the walls," said Jerry Love as he
stood outside of a Cracker Barrel in Vicksburg, Mississippi,
late last month. “I’m very conservative and old so I like those
and rather that they didn’t.”
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AP Video Journalist Sophie Bates contributed from Vicksburg,
Mississippi.
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