Did people really hate the new Cracker Barrel logo that much?

The top feeling after seeing the new logo? “Meh”

When asked about their feelings about the new logo, most people shrugged.

• 27.5% said they were indifferent.
• 39.5% leaned negative (either disliked it or hated it).
• 33% found it at least somewhat appealing.
• Only 10.5% really loved it.

Takeaway: The new logo doesn’t spark much excitement. Indifference is the dominant reaction.  And when people did feel strongly, they tended to feel against it.

The worst part about the new logo? It was boring

When we asked why they disliked the new logo, here’s what we heard:

• 50.5% said it felt boring, lacking personality.
• 34% thought it was too modernized, losing tradition.
• Smaller groups said it was unattractive (13.5%) or confusing (13%).

Takeaway: This isn’t just about aesthetics. People feel like the logo no longer represents what makes Cracker Barrel unique — its tradition, warmth, and personality.

How does it impact brand perception?

• 52% felt neutral about Cracker Barrel after seeing the new logo.
• But 24.5% came away with a more negative view vs. only 23.5% who felt more positive.

Takeaway: The new design doesn’t really move the needle in a good way. If anything, it drags brand perception down a notch.

The only ones who liked it? High earners

One interesting nugget: people with household incomes over $100k were more likely to actually like the new logo. Most of these higher-earning respondents (25.8%) found the new logo at least slightly appealing, the only demographic that did.

But this underscores the fact that even if there’s some appeal to a more modern, upscale audience, the new logo doesn’t land with the broader base of loyal customers.

So, what should Cracker Barrel (or any brand) have done?

Had Cracker Barrel had run this test (which took us 24 hours to do), we would have likely told them the following, based on the results:

1. Don’t throw out tradition

If your old logo is tied to brand identity, keep the heart of it alive. You can modernize without losing what people love. Think “refresh,” not “reinvention.”

2. Avoid the “generic” trap

The biggest complaint was that the new logo feels boring. Any redesign should bring back personality — whether that’s through unique typography, warm colors, or familiar symbols (in Cracker Barrel’s case, the rocking chair or barrel).

3. Tell the story

If you are updating, explain why. Customers are more open to change when they understand the reasoning — “we’re staying true to our roots, but we’re making things cleaner for the future.”

4. Test with different segments

Since higher-income audiences liked the new look more, there may be opportunities to tailor different applications: keep the heritage logo for mainstream use and test the modernized version in select markets or digital touchpoints.

5. Iterate, don’t guess

Before launching, test different variations and show them in context — menus, signage, apps. A logo can feel very different depending on where people see it.

A logo isn’t just decoration. It’s a symbol of heritage, trust, and everything customers associate with your brand. Cracker Barrel’s test shows how easy it is to tip the balance too far toward “modern” and away from “authentic.”

The safest path forward? Respect tradition, polish the details, and make sure your customers feel like they’re still looking at the brand they know and love.