Cracker Barrel: Change without purpose isn't progress

What leaders can learn from the cautionary tale of Cracker Barrel’s logo controversy.

Cracker Barrel's recent logo controversy illustrates a fundamental challenge facing many established brands: how to modernize without alienating core customers. The restaurant chain's attempt to update its iconic imagery sparked fierce backlash and offers valuable lessons for executives navigating brand evolution.

The company faced declining foot traffic and needed to attract younger demographics. CEO Julie Felss Masino, who joined in 2023, had promised investors a transformation by 2027. After testing updated store designs, Cracker Barrel unveiled a new logo—a streamlined wordmark removing the iconic "Uncle Herschel" figure—triggering immediate backlash.

The backlash transcended design preferences and quickly became a cultural identity battle. Political commentators framed the redesign as another front in America's culture wars, with the President weighing in. The company's stock plummeted, erasing millions in market value as analysts worried about alienating Cracker Barrel's loyal customer base.

Facing intense pressure, Cracker Barrel quickly reversed course, apologizing for poor communication and announcing it would retain the original logo. President Trump praised the decision, sending the company's stock soaring more than 9% in after-hours trading.

Whether you think Hershel is a dog whistle or not, it’s undeniable that the new logo removed a nod toward humanity. I wonder if the reaction would have been quite as sharp if the new image included a welcoming rocking chair, inviting community and connection.

For many, walking into Cracker Barrel is less about a meal and more about nostalgia. In revamping the company’s image, leadership failed to communicate a vision of Cracker Barrel’s next chapter. “It’d be nice if Cracker Barrel would say, ‘Here’s what we now stand for,’” Reibstein observed, rather than, ‘We’ve just changed some of the background around our name.’”

In fairness, the rebrand is tied to the company’s “All the More” campaign, which includes updates to menu offerings, store décor, and customer experience. Masino appeared on Good Morning America and addressed criticism of the new look, claiming most feedback has been overwhelmingly positive. She also reassured fans that the Cracker Barrel of their childhoods is still intact. “The soul of Cracker Barrel is not changing,” she said. “The rocking chairs are still there. The fireplace is there, the peg game, all the things that make Cracker Barrel, Cracker Barrel.”

But is that enough? Are a rocking chair and a peg game the same as a purpose?

The lesson for leaders is clear: change without purpose isn’t progress.

Some commentators, like Ted Gioia, have pointed to a deeper problem, saying a variation of, “Even Jed Clampett could sniff out the phoniness at this chain restaurant.”

While some question whether a chain restaurant could stand for more, purpose could offer a legitimate path forward—if implemented strategically. It begins with asking: What does our brand truly stand for, beyond products and décor? For Cracker Barrel, that answer might be “the warmth of shared experiences.” Then, it needs to dig deeper for something authentic.

If every decision—logo, menu, or store remodel—flows from that purpose, then evolution can feel less like abandonment and more like renewal. Change must be tethered to purpose: communicated, embodied, and demonstrated at every touchpoint. Even better, it should be co-created with core stakeholders—not just the marketing department—especially employees and customers.

Others embracing purpose authentically

Perhaps no chain restaurant lives its purpose more openly than Chick-fil-A, whose corporate purpose is "to glorify God by being a faithful steward of all that is entrusted to us [and] to have a positive influence on all who come into contact with Chick-fil-A." Critics may debate the company's values, but there's no questioning their authenticity—Chick-fil-A closes on Sundays, sacrificing billions annually to honor their beliefs. During Hurricane Florence, a location opened on Sunday to feed first responders. When the Orlando nightclub shooting occurred, they opened on Sunday to feed blood donors. Their purpose doesn't bend with market pressures or cultural shifts; it remains their true north through prosperity and adversity alike. This unwavering commitment has cultivated fierce customer loyalty and consistent growth, proving that authentic purpose—even controversial purpose—can be a powerful business differentiator when lived consistently.

Similarly, McDonald's, whose purpose is "to feed and foster communities,” embraces a mission that extends far beyond serving billions. During the pandemic's darkest days, when many restaurants shuttered, McDonald's kept drive-throughs open to feed essential workers and families in crisis. When communities face natural disasters, McDonald's has deployed mobile kitchens offering free meals. Whether navigating supply chain disruptions, labor shortages, or changing consumer preferences, McDonald's returns to its foundational question: How do we feed and foster communities? This clarity has helped the golden arches weather countless storms while maintaining relevance across generations.

A roadmap for change: discovering authentic purpose and embedding it with care

Developing a genuine corporate purpose rather than a superficial rebranding requires strategic planning and an authentic commitment to uncover the “soul” of an organization. The following framework provides actionable steps to build purpose that resonates with stakeholders and drives meaningful business impact.

• Start with stakeholders: Prioritize, and then engage, your most important constituents. Hold listening sessions with employees, customers, and community members to understand authentic needs and aspirations.

• Look inward: Conduct honest evaluations of existing values, strengths, and business practices to align purpose with reality. Dive deeply into what has worked—and what hasn’t—over the company’s history and mine for insights that can bring purpose to life. 

• Integrate across the organization: An effective purpose does not live on a wall or in a handbook; it’s practiced daily. Link your purpose to the business  through clear descriptions of employee behaviors, then into operations, and performance metrics for true impact. Rewards and recognition of purpose in action builds new behaviors that add dimension to purpose.

• Tell your stories: Share your purpose intentions openly and consistently, inviting feedback and dialogue. Discover purpose in action, then tell those stories again and again. 

• Build for the long term: Purpose is not a fleeting campaign or one-off. When it’s treated as a compass for decision making and sustainable growth, it will evolve and mature along with the business. Prioritize social and business value creation over immediate gains, emphasizing patience and persistence.

Cracker Barrel's journey is a poignant reminder that purpose can’t be manufactured through marketing campaigns or superficial rebranding efforts—it needs to be shaped from genuine dialogue with stakeholders and an unwavering commitment to authenticity. It also demonstrates how having a purpose in place and actively living it make change more meaningful and lasting.