Key insights:

  • 65% of Americans were aware of Cracker Barrel’s logo change, and 76% said they preferred the old design.
  • 23% of consumers viewed the new logo positively, while 38% disliked it.
  • 29% of Americans say they are less likely to dine at Cracker Barrel because of the logo change, compared to just 9% who are more likely.
  • When asked about priorities, 37% of consumers want the brand to preserve its “country store” heritage, while 25% say improving food quality should come first.
  • Despite the national debate, only 6% of Americans eat at Cracker Barrel regularly, while 32% say they never visit.

Cracker Barrel’s attempt to modernize its iconic logo drew such strong backlash that the company has announced it will restore the familiar image of a man leaning on a barrel, a fixture of its identity since 1977. The streamlined, text-only design, part of a broader modernization plan, was quickly criticized as “soulless,” “generic,” and even “woke,” sparking heated debate, political commentary, and a sharp drop in the company’s stock price. New YouGov data shows the criticism extends well beyond social media. In a survey of 1,002 U.S. adults, nearly two-thirds (65%) said they were aware of the logo change, and more than three-quarters (76%) said they preferred the old design. Just 23% viewed the rebrand positively, while 38% disliked it, signaling broad consumer resistance.

Public opinion about the rebrand skews negative

Twenty-three percent of Americans view the rebrand positively, while 38% are neutral and another 38% view it negatively.

The rebrand isn’t driving traffic

For most consumers, the new logo isn’t inspiring more visits. Nearly three in ten (29%) say they are less likely to dine at Cracker Barrel because of the change, while only 9% say they are more likely.

Consumers want heritage and quality
When asked what Cracker Barrel should prioritize in the wake of the rebrand, 37% of consumers said preserving its “country store” heritage should be the top priority, 25% want the brand to focus on improving its menu and food quality, 18% cited offering better value for money, and just 7% think the brand should focus on attracting younger customers.

Dining habits show room for growth

Just 6% of Americans say they eat at Cracker Barrel regularly, while 58% dine there occasionally, and nearly one-third (32%) say they never visit.

A brand caught in the spotlight

After days of criticism and mounting public pressure, Cracker Barrel has pledged to bring back its classic logo and preserve the nostalgic elements that many customers said defined their experience. At the same time, the company says it remains committed to its $700 million modernization plan, which includes store renovations and menu updates aimed at attracting new customers while keeping its loyal fan base.

See the results for this YouGov poll

YouGov polled 1002 US adults online on August 23-24, 2025. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, race, political affiliation, education level and region. The margin of error is +/-3% for the overall sample. Learn more about YouGov Surveys: Self-serve.