CRACKER Barrel is rolling out two major changes in an effort to revamp the dining experience, but fans of the old-timey chain are anything but excited about the new look.
As the chain reworks its menu and restaurant models, customers have complained that the new aesthetic deviates too far from its Southern-style roots and is more reminiscent of a McDonald’s.
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Cracker Barrel, a staple in the American restaurant scene, is a fan-favorite thanks to its homestyle Southern comfort food and hospitality.
However, the chain has struggled over the past few years due to a variety of factors, including shifting customer preferences as well as the company’s struggle to adapt to modern dining trends.
Cracker Barrel saw a 16% drop in traffic last year, with executives acknowledging the chain’s lack in areas such as menu appeal, value, convenience, and overall guest experience.
“We’re just not as relevant as we once were,” said CEO Julie Masino.
Read More on Cracker Barrel
To reverse its downward trend, Cracker Barrel set out to take on a $700 million restructuring plan from fiscal year 2025 through 2027.
The three-year transformation is centered around updating the chain’s menu and renovating its restaurants to have a brighter, more modern feel.
For example, Cracker Barrel diners are seeing lighter paint and fewer antiques on the walls.
This marks a notable difference from the chain’s previous dark wood accents, rustically themed walls, and abundant antiques and tools lining the walls.
Cracker Barrel plans to finish remodeling 25 to 30 of its approximately 660 locations and refresh an additional 25 to 30 by this summer.
Thus far, the chain has seen a positive response to the transformation, revealing in March that the first four revamped restaurants had seen a boost in sales and traffic.
FAN FURY
Despite positive feedback to the new restaurant design, not all diners are on board with the aesthetic changes underway at Cracker Barrel, with many sharing their disappointment on social media.
One customer shared an image of the interior of a renovated location on Reddit, fuming, “What in the world is this?!”
“This new design makes me feel like I’m dining in McDonald’s,” wrote the diner in a post from seven months ago.
They compared Cracker Barrel’s new modern, simple, and bright design to the new McDonald’s model that has been rolled out in recent years, which foodies have similarly bashed.
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Another fan of Cracker Barrel’s original design shared her complaints in a TikTok video last month as she walked through an updated location.
“When Cracker Barrel took away the last piece of nostalgia you had left,” she cried, as social media users flooded the comments section voicing their preference for the original restaurant design.
The viral video even prompted a response from Cracker Barrel, acknowledging her concerns about the makeover.
“We know change can be bittersweet,” wrote the company. “While a few things may look a little different, we’re not changing who we are… just shining things up a bit.”
Recent Cracker Barrel Changes
Cracker Barrel has made drastic changes to some of its locations after financial struggles recently.
- New decor – Cracker Barrel is piloting a remodel of its restaurants using a different color palette, updating lighting, offering more comfortable seating, and simplifying decor and fixtures.
- Tweaking prices – Lowering prices at some locations as well as raising prices in others due to the location of the chain.
- New menu items – In more than 10 locations, Cracker Barrel has tested 20 new items, including green chili cornbread and banana pudding.
The first few restaurant transformations are serving as a test to see what aspects diners respond positively to and where Cracker Barrel can improve future renovations, according to company CFO Craig Pommells.
In addition to the renovations, the Southern-style chain is updating its food menu and simplifying cooking processes for items such as green beans and bacon to make them fresher and less effort for staff.
Cracker Barrel is also offering heartier menu choices such as the hashbrown casserole shepherd’s pie, “campfire meals” that are cooked and served in foil, and new grilled shrimp options.
Check out these other changes underway in the restaurant industry.
A famous sandwich chain and Subway rival is set to open a “first-of-its-kind” restaurant as the CEO revealed a “new chapter begins.”
Meanwhile, a popular restaurant brand plans to save On The Border after its bankruptcy filing, plotting a massive menu takeover.
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