Lessons from the Cracker Barrel Rebrand: What Not to Do

When Cracker Barrel unveiled its recent rebrand, the backlash was swift and loud. Loyal fans took to social media to express frustration, confusion, and even anger at the changes. Moreover, shares fell by about 10–12% in the days immediately following the announcement. While rebranding is often necessary to modernize a brand and connect with new audiences, the way it’s rolled out can make or break the effort. At Elle Tripp Marketing Services, we believe rebranding should be a thoughtful, strategic process—not a public spectacle. Here are three lessons from the Cracker Barrel rebrand on what not to do when updating your brand identity:

1. Don’t Make It Too Public Too Soon

Cracker Barrel went big with its reveal, drawing enormous attention to the change before customers had a chance to experience it in context. For a heritage brand with a deeply loyal following, this created unnecessary friction.

Our approach: We recommend a soft refresh strategy—starting with subtle updates like refining the logo, introducing new typography, or modernizing color palettes. Then, gradually roll those changes into physical spaces, menus, and products so the evolution feels natural.

2. Don’t Forget Your Core Audience

In chasing new markets, Cracker Barrel overlooked how much of its identity was tied to nostalgia, tradition, and a sense of comfort. The abrupt changes risked alienating the very audience that built the brand.

Our approach: Before unveiling a rebrand, gather insights from your most loyal customers. What do they value most? Which aspects of your identity feel “non-negotiable”? A smart rebrand builds bridges between legacy customers and new audiences—it doesn’t burn them.

3. Don’t Lead With the Logo

A new logo is often the flashiest part of a rebrand, but it’s rarely the most meaningful. By centering the conversation on its logo, Cracker Barrel made the change feel surface-level—rather than part of a bigger story about evolving dining experiences, refreshed interiors, or updated offerings.

Our approach: Focus first on experience. Update your spaces, products, and customer touchpoints to reflect the new brand direction. Then let the logo follow naturally, serving as a symbol of those larger improvements.

Final Takeaway

Rebranding isn’t just about design—it’s about storytelling, strategy, and respect for your audience. The Cracker Barrel backlash reminds us that rolling out change without context or care can create more noise than value. At Elle Tripp Marketing, we guide our clients through thoughtful, phased rebrands that honor the past while building toward the future—avoiding unnecessary backlash and creating a brand evolution customers can embrace.

Elle Tripp Marketing Services, LLC is located in Bellefonte, PA, and we provide full marketing services, from copywriting and design to campaign planning and strategic positioning. Contact us for a free estimate and lets do great work - together!