When I reported on Cracker Barrel’s restaurant remodels earlier this year, first in May and then in June, it was clear that some missed the country charm.
Now, after receiving pushback from customers, the chain is halting remodeling plans that called for decluttering and removing much of the homespun decor that adorned its restaurants.
“The vintage American you love will always be here—the rocking chairs on the porch, our fireplaces and peg games, unique treasures in our gift shop and antiques pulled straight from our warehouse in Lebanon, Tennessee,” Cracker Barrel said in an announcement titled “We hear you.”
“We want you to have a warm and welcoming space for friends and family to gather and enjoy our craveable food and country hospitality,” the company said.
Longtime fans of the restaurant chain and its old-timey country charm spent weeks lamenting its modern glow up that decluttered the space and let in more light.
“It’s because people have an emotional connection with the brand,” Cracker Barrel Chief Executive Julie Felss Masino said in June of the initial negative feedback. “People’s immediate reaction to things is like, ‘Oh this isn’t the way it was,’” but they tend to come around, she added.
That didn’t happen. Instead of embracing the revamped space with fewer antiques and new menu items, changes to Cracker Barrel’s logo sparked an all-out political firestorm. Online commentators and some customers accused the company of sanitizing its image and criticized its workplace policies around diversity, equity and inclusion. Last month the restaurant chain said it would reverse course and keep its “Old Timer” logo, which dates back to 1977.
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