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Cracker Barrel’s modern makeover doesn’t stop with redoing its restaurants. It’s dropping the barrel and the man from its logo, too.
On Tuesday, the Southern-inspired casual dining chain unveiled a new logo “rooted even more closely to the iconic barrel shape,” but without the barrel itself — a central part of the brand’s identity since 1977. (As for the the barrel itself, it was “essentially the water coolers of the day,” Cracker Barrel explained in a blog post.)
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The identity refresh also includes new TV commercials, a redesigned menu and several new fall-themed foods, part of a larger $700 million transformation plan to shake off its stodgy image and lure in new diners.
“The way we communicate, the things on the menu, the way the stores look and feel … all of these things came up time and time again in our research as opportunities for us to really regain relevancy,” said CEO Julie Felss Masino in 2024.
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In particular, the new logo is the latest in a string of changes angering some of its loyal fans who fear the 56-year-old chain is drifting too far from its bucolic roots. On social media, some users griped, with one writing that the “changing the logo just feels like another little piece of culture dying off.” The change also angered some conservatives, too, like President Donald Trump’s son.
Cracker Barrel has also been remodeling some of its 660-plus restaurants. The chain has “decluttered” the interiors by removing the country-themed trinkets that lined the walls and lightened up the interiors, shifting away from the dark woods. So far, reaction has been mixed on social media, with some videos on TikTok going viral voicing their displeasure.
Masino remains adamant that the renovations are working, telling ABC News this week that “people like what we’re doing” and that feedback has been “overwhelmingly positive.”
In June, Cracker Barrel posted an unusual earnings report for a restaurant: It’s taking a $5 million hit from tariffs because of its retail shops, which largely has products imported from overseas. Restaurant revenue and same-store sales both slightly grew, mirroring other increases casual dining chains are experiencing.
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Orlando officials condemn removal of rainbow crosswalk near Pulse nightclub mass shooting site as a ‘cruel political act’
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Orlando officials on Thursday condemned the state’s overnight removal of a rainbow crosswalk outside the Pulse nightclub – a commemoration of the 49 people killed at the LGBTQ-friendly nightclub in 2016.
Painting over one of the most important landmarks of the state’s LGBTQ community is part of a larger attack on LGBTQ people by Gov. Ron DeSantis and his administration, officials say.
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Orlando Mayor Buddy Dyer said he was “devastated” by the removal of the Pulse memorial crosswalk.
“This callous action of hastily removing part of a memorial to what was at the time our nation’s largest mass shooting, without any supporting safety or discussion, is a cruel political act,” Dyer said in a post on X.
The crosswalk was installed by the state in 2017 and adheres to national safety standards, Dyer added. The colorful crosswalk added visibility, making it safer for the large number of visitors to the memorial, he said.
CNN has reached out to the Florida Department of Transportation for comment.
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rainbow pulse memorial
A rainbow rose over the Pulse nightclub memorial on the fifth anniversary of the mass shooting at the Orlando venue
The removal comes only two months after the city marked the nine-year anniversary of the Pulse tragedy. On June 12, 2016, a gunman opened fire at the popular gay nightclub, making it the worst mass shooting in modern US history at the time.
In a photo from 2021, the crosswalk painted in Pride colors in front of the of the onePULSE Foundation's Pulse Interim Memorial, honoring victims of the nightclub shooting.
In a photo from 2021, the crosswalk painted in Pride colors in front of the of the onePULSE Foundation's Pulse Interim Memorial, honoring victims of the nightclub shooting. Phelan M. Ebenhack/AP/File
The removal also comes during campaigns by the state and Trump administration to paint over “asphalt art,” including rainbow crosswalks. The dual directives are calling this a safety measure to make roads easier to navigate without distractions.
In June, the Florida Department of Transportation issued a memo prohibiting crosswalk markings and pavement surface art “associated with social, political, or ideological messages or images and does not serve the purpose of traffic control.”
The following month, US Transportation Secretary Sean Duffy sent a letter to governors of all 50 states saying intersections and crosswalks should be “kept free from distractions.”
“Taxpayers expect their dollars to fund safe streets, not rainbow crosswalks,” Duffy said about the letter in an X post on July 1. “Political banners have no place on public roads. I’m reminding recipients of USDOT roadway funding that it’s limited to features advancing safety, and nothing else.”
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