Cracker Barrel’s modern makeover doesn’t stop with redoing its restaurants. It’s dropping the barrel and the man from its logo, too.
On Tuesday, the Southern-inspired casual dining chain unveiled a new logo “rooted even more closely to the iconic barrel shape,” but without the barrel itself — a central part of the brand’s identity since 1977. (As for the the barrel itself, it was “essentially the water coolers of the day,” Cracker Barrel explained in a blog post.)
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The identity refresh also includes new TV commercials, a redesigned menu and several new fall-themed foods, part of a larger $700 million transformation plan to shake off its stodgy image and lure in new diners.
“The way we communicate, the things on the menu, the way the stores look and feel … all of these things came up time and time again in our research as opportunities for us to really regain relevancy,” said CEO Julie Felss Masino in 2024.
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In particular, the new logo is the latest in a string of changes angering some of its loyal fans who fear the 56-year-old chain is drifting too far from its bucolic roots. On social media, some users griped, with one writing that the “changing the logo just feels like another little piece of culture dying off.” The change also angered some conservatives, too, like President Donald Trump’s son.
Cracker Barrel has also been remodeling some of its 660-plus restaurants. The chain has “decluttered” the interiors by removing the country-themed trinkets that lined the walls and lightened up the interiors, shifting away from the dark woods. So far, reaction has been mixed on social media, with some videos on TikTok going viral voicing their displeasure.
Masino remains adamant that the renovations are working, telling ABC News this week that “people like what we’re doing” and that feedback has been “overwhelmingly positive.”
In June, Cracker Barrel posted an unusual earnings report for a restaurant: It’s taking a $5 million hit from tariffs because of its retail shops, which largely has products imported from overseas. Restaurant revenue and same-store sales both slightly grew, mirroring other increases casual dining chains are experiencing.
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What we're covering
• Zelensky in Washington: Ukrainian President Volodymyr Zelensky has arrived in Washington, DC, where he will be joined by key European leaders when he meets with Donald Trump this afternoon. Trump says Zelensky must agree to some of Russia’s conditions — including that Ukraine cede Crimea and agree never to join NATO — for the war to end.
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• Potential security guarantees: At last week’s summit with Trump, President Vladimir Putin agreed to allow security guarantees for Ukraine and made concessions on “land swaps” as part of a potential peace deal, US envoy Steve Witkoff told CNN. Zelensky suggested that such guarantees would need to be stronger than those that “didn’t work” in the past. Russia has yet to mention such agreements.
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• Change in tactics: Trump is now focused on securing a peace deal without pursuing a ceasefire due to his progress with Putin, Witkoff said. In seeking this deal, Trump has backed away from his threat of new sanctions on Moscow, despite calls to impose more economic pressure.
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It’s no secret how President Donald Trump feels about sports teams turning away from Native American mascots. He’s repeatedly called for the return of the Washington Redskins and Cleveland Indians, claiming their recent rebrands were part of a “woke” agenda designed to erase history.
But one surprising team has really gotten the president’s attention: the Massapequa Chiefs.
The Long Island school district has refused to change its logo and name under a mandate from New York state banning schools from using team mascots appropriating Indigenous culture. Schools were given two years to rebrand, but Massapequa is the lone holdout, having missed the June 30 deadline to debut a new logo.
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The district lost an initial lawsuit it filed against the state but now has the federal government on its side. In May, Trump’s Department of Education intervened on the district’s behalf, claiming the state’s mascot ban is itself discriminatory.
Massapequa’s Chiefs logo — an American Indian wearing a yellow feathered headdress — is expected to still be prominently displayed when the fall sports season kicks off soon, putting the quiet Long Island hamlet at the center of a political firestorm.
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The district is now a key “battleground,” said Oliver Roberts, a Massapequa alum and the lawyer representing the school board in its fresh lawsuit against New York claiming that the ban is unconstitutional and discriminatory.
The Trump administration claims New York’s mascot ban violates Title VI of the Civil Rights Act of 1964, which prohibits recipients of federal funds from engaging in discriminatory behavior based on race, color or national origin — teeing up a potentially precedent-setting fight.
The intervention on behalf of Massapequa follows a pattern for a White House that has aggressively applied civil rights protections to police “reverse discrimination” and coerced schools and universities into policy concessions by withholding federal funds.
“Our goal is to assist nationally,” Roberts said. “It’s us putting forward our time and effort to try and assist with this national movement and push back against the woke bureaucrats trying to cancel our country’s history and tradition.”
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What we're covering
• Zelensky in Washington: Ukrainian President Volodymyr Zelensky has arrived in Washington, DC, where he will be joined by key European leaders when he meets with Donald Trump this afternoon. Trump says Zelensky must agree to some of Russia’s conditions — including that Ukraine cede Crimea and agree never to join NATO — for the war to end.
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• Potential security guarantees: At last week’s summit with Trump, President Vladimir Putin agreed to allow security guarantees for Ukraine and made concessions on “land swaps” as part of a potential peace deal, US envoy Steve Witkoff told CNN. Zelensky suggested that such guarantees would need to be stronger than those that “didn’t work” in the past. Russia has yet to mention such agreements.
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• Change in tactics: Trump is now focused on securing a peace deal without pursuing a ceasefire due to his progress with Putin, Witkoff said. In seeking this deal, Trump has backed away from his threat of new sanctions on Moscow, despite calls to impose more economic pressure.
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What we're covering
• Zelensky in Washington: Ukrainian President Volodymyr Zelensky has arrived in Washington, DC, where he will be joined by key European leaders when he meets with Donald Trump this afternoon. Trump says Zelensky must agree to some of Russia’s conditions — including that Ukraine cede Crimea and agree never to join NATO — for the war to end.
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• Potential security guarantees: At last week’s summit with Trump, President Vladimir Putin agreed to allow security guarantees for Ukraine and made concessions on “land swaps” as part of a potential peace deal, US envoy Steve Witkoff told CNN. Zelensky suggested that such guarantees would need to be stronger than those that “didn’t work” in the past. Russia has yet to mention such agreements.
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• Change in tactics: Trump is now focused on securing a peace deal without pursuing a ceasefire due to his progress with Putin, Witkoff said. In seeking this deal, Trump has backed away from his threat of new sanctions on Moscow, despite calls to impose more economic pressure.
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Ukrainian President Volodymyr Zelensky condemned Russian attacks on the Ukrainian regions of Kharkiv, Zaporizhzhia and Sumy on Monday, saying that the Kremlin intends to “humiliate diplomatic efforts” just hours before European leaders visit the White House.
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“The Russian war machine continues to destroy lives despite everything,” Zelensky said in a statement, hours before he’s due to meet US President Donald Trump in the Oval Office. “That is precisely why we are seeking assistance to put an end to the killings. That is why reliable security guarantees are required. That is why Russia should not be rewarded for its participation in this war.”
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“Everyone seeks dignified peace and true security,” the Ukrainian president said. “And at this very moment, the Russians are attacking Kharkiv, Zaporizhzhia, the Sumy region, and Odesa, destroying residential buildings and our civilian infrastructure.”
At least seven people were killed in Russia’s attack? on Kharkiv and a further three killed in the ballistic missile strike on the city of Zaporizhzhia, with scores more injured, according to Ukrainian authorities.
“This was a demonstrative and cynical Russian strike,” Zelensky added.
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Ukrainian President Volodymyr Zelensky condemned Russian attacks on the Ukrainian regions of Kharkiv, Zaporizhzhia and Sumy on Monday, saying that the Kremlin intends to “humiliate diplomatic efforts” just hours before European leaders visit the White House.
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“The Russian war machine continues to destroy lives despite everything,” Zelensky said in a statement, hours before he’s due to meet US President Donald Trump in the Oval Office. “That is precisely why we are seeking assistance to put an end to the killings. That is why reliable security guarantees are required. That is why Russia should not be rewarded for its participation in this war.”
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“Everyone seeks dignified peace and true security,” the Ukrainian president said. “And at this very moment, the Russians are attacking Kharkiv, Zaporizhzhia, the Sumy region, and Odesa, destroying residential buildings and our civilian infrastructure.”
At least seven people were killed in Russia’s attack? on Kharkiv and a further three killed in the ballistic missile strike on the city of Zaporizhzhia, with scores more injured, according to Ukrainian authorities.
“This was a demonstrative and cynical Russian strike,” Zelensky added.
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What we're covering
• Zelensky in Washington: Ukrainian President Volodymyr Zelensky has arrived in Washington, DC, where he will be joined by key European leaders when he meets with Donald Trump this afternoon. Trump says Zelensky must agree to some of Russia’s conditions — including that Ukraine cede Crimea and agree never to join NATO — for the war to end.
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• Potential security guarantees: At last week’s summit with Trump, President Vladimir Putin agreed to allow security guarantees for Ukraine and made concessions on “land swaps” as part of a potential peace deal, US envoy Steve Witkoff told CNN. Zelensky suggested that such guarantees would need to be stronger than those that “didn’t work” in the past. Russia has yet to mention such agreements.
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• Change in tactics: Trump is now focused on securing a peace deal without pursuing a ceasefire due to his progress with Putin, Witkoff said. In seeking this deal, Trump has backed away from his threat of new sanctions on Moscow, despite calls to impose more economic pressure.
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