Cracker Barrel has faced issues in recent years. The beleaguered country store chain failed in its rebrand effort, which included a revamp of the old logo back in August 2025. The new logo cut the brand mascot — known as the Old Timer — with a more minimalist rendition under CEO Julie Felss Masino. Even President Donald Trump called out the change as a “mistake.”
The travel center’s stock closed at $52.43 on July 27, a stark drop off from its all-time high of just over $180 in Nov. 2018, according to Google Finance. On July 27, the company announced that Masino will step down and be replaced by David Deno.
Cracker Barrel, which dates back to 1969, has been making changes that travelers have approved of, however. In February, the company sent an internal memo to its employees saying that it expects them to eat at its establishments while traveling. Now, one traveler was left in tears after seeing the beloved restaurant restored to its signature look.
Traveler Left In Tears After Cracker Barrel Restored To Its Signature Look
Rachel Love, a Tennessee resident and content creator, has been an outspoken critic of Cracker Barrel following its rebranding. In April 2025, she shared a viral TikTok video showcasing the restaurant’s modern interior, writing, “When Cracker Barrel took away the last piece of nostalgia you had left.”
However, after a recent visit to a remodeled location, in which it was restored to its pre-modernization look, her tune has changed.
“Going back to Cracker Barrel felt like coming home,” Love told Fox News Digital. “Seeing the building returned to its original look honestly brought tears to my eyes before I even walked inside.”
The classic brown exterior, the “welcoming Old Country Store,” and a meatloaf meal made the restaurant feel as if it had once again found what longtime customers loved about the store, according to Love.
“What has impressed me the most is that this turnaround feels like more than just cosmetic changes,” Love said. “It feels like Cracker Barrel listened to the people who have supported the brand for generations.”
Love said that she is “genuinely hopeful about where the company is headed.”
Part of Cracker Barrel’s changes following its much-criticized rebrand in 2025 include a new CEO. The chain announced on July 27 that Masino would step down in August 2026, with former Quiznos president David Deno set to take the helm.
Breakdown Of Cracker Barrel’s Failed Rebranding Effort
Cracker Barrel’s unpopular rebrand effort in 2025 caused an estimated $94 million loss in market value in a single day. Conservative commentators and MAGA influencers slammed the change as “woke” at the time, with President Donald Trump calling it a “mistake” and saying that the company should revert to its original logo.
“Cracker Barrel should go back to the old logo, admit a mistake based on customer response (the ultimate Poll) and manage the company better than ever before,” the president wrote in a TruthSocial post.
Cracker Barrel reversed the changes and released a statement in response to the backlash.
“If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel. We’re truly grateful for your heartfelt voices […] You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be,” Cracker Barrel said in a statement.
At the time, Cracker Barrel’s statement reassured customers that “the things people love most about our stores aren’t going anywhere: rocking chairs on the porch, a warm fire in the hearth, peg games on the table, unique treasures in our gift shop, and vintage Americana with antiques pulled straight from our warehouse in Lebanon, Tennessee.”
The White House quickly took credit for the change.
“I appreciated the call earlier this evening with @CrackerBarrel. They thanked President Trump for weighing in on the issue of their iconic ‘original’ logo. They wanted the President to know that they heard him, along with customer response (the ultimate poll), and would be restoring the ‘Old Timer,’” Taylor Budowich, former White House Deputy Chief of Staff, wrote in a post on X.
Cracker Barrel also faced controversy in 2025 for its unofficial overnight RV rules.
Cracker Barrel’s Unofficial Overnight RV Rules Stirred Controversy Last Year
In April 2025, a customer posted to the RV Lifestyle Group on Facebook, saying that a Cracker Barrel General Manager said some visitors were getting a little too comfortable staying overnight in an RV.
The person on Facebook reminded other RVers to be cautious when staying at a Cracker Barrel location.
“If you are going to spend the night at Cracker Barrel please do not set up camp, put out slides, or run your generator. This is not what Cracker Barrel parking lots are for. If these are things you need to do for medical reasons then you also need to find paid camping spots to set up in. Cracker Barrel lets RVs spend the night out of courtesy and we need to extend that same courtesy back to them and those around us or we will [lose] this kindness,” the person wrote on Facebook.
The group emphasized that these were a Cracker Barrel General Manager’s suggestions, rather than official policies.
Eventually, a Cracker Barrel representative responded to the controversy and confirmed that RV policies depend on a store-by-store basis.
“Cracker Barrel’s policies have not changed. It’s still a store-by-store decision. The decision is based on factors like local ordinances and laws, the size and the layout of the parking lot, among other things,” the spokesperson said.
The company has been doing better since 2025 as it focuses on bringing back what customers loved about the chain; its stock is up over 100% since December.
TheTravel contacted Cracker Barrel but did not receive a response in time for publication.
