Former Cracker Barrel employee Steve Smotherman led an LGBT resource group and worked with the Human Rights Campaign to change the restaurant chain's workplace culture.

The logo change accompanies the launch of Cracker Barrel's fall campaign, "All the More," which features a partnership with country music star Jordan Davis and introduces new seasonal menu items. The campaign aims to attract both longtime customers and new diners to the chain's nearly 660 locations across 43 states.

Cracker Barrel has been the talk of the town over the last few days, and if their new rebrand has proven anything, it’s that folks love what’s familiar to them. The restaurant chain and gift store, known for serving up country classics with a cozy feel,

“Cracker Barrel is nostalgia for many, especially customers in the South and Midwest who feel ownership and pride over the brand,” Williams told Fortune. “For a brand that hasn’t changed its logo since 1977, even small changes to a symbol so tied to Americana can feel magnified.”

According to Fox Business's August 21, 2025, report, the online backlash regarding the restaurant chain's new simplistic logo ended up plummeting their stock. On Thursday, the Southern country-themed chain's stock saw a drop of 7.2%, causing a loss of $94 million.

Cracker Barrel’s decision to update its menu, redesign its restaurant interior and change its logo has caused outrage across the country. In particular, company co-founder Jack Lowery fears the changes could disrupt its future.

Tipping hit a seven-year low, Cracker Barrel changed its look, and LinkedIn crowned the top AI-focused colleges.

For America's big brands, there is little profit in the culture wars: It is simply too easy to lose customers by taking sides in the country's political debates. But as Cracker Barrel is finding out, sometimes those clashes cannot be avoided.