Since its founding in 1969, Cracker Barrel Old Country Store has drawn generations of travelers with its signature Southern charm, roadside convenience, and affordable comfort food. But as the beloved brand rolls out a modern redesign, not everyone is embracing the changes.
A viral TikTok by Rachel Love, a 38-year-old Tennessee native and longtime Cracker Barrel fan, ignited a wave of criticism over the chain’s updated appearance. Her video, posted last month, features a glimpse inside a newly remodeled location—and a caption that struck a chord: “When Cracker Barrel took away the last piece of nostalgia you had left.”
The clip quickly gained traction online, amassing thousands of comments from fellow diners who say they miss the old-fashioned aesthetic that defined the Cracker Barrel experience.
In an interview with Fox News Digital, Love recalled her surprise when she visited the redesigned restaurant near her parents’ home. “I was in shock,” she said. “I thought they were just priming it to paint it brown again.” Instead, she found white walls, a large mural, and notably fewer antiques. “There were no antiques on the walls—only a few on the fireplace mantle,” she added.
In response to the growing buzz, Cracker Barrel’s chief marketing officer, Sarah Moore, addressed the changes, emphasizing that the brand remains committed to its roots. “Over the past year, we’ve been very transparent about our transformation platform,” Moore said. “We’re focusing on enhancing the physical guest experience.”
Moore confirmed that Cracker Barrel has been testing various levels of store remodels across the country. The goal, she explained, is to make dining spaces brighter and more inviting while preserving the Southern hospitality and hallmark touches—such as rocking chairs and peg games—that customers expect.
“None of those elements are going away,” Moore assured. “We’re simply refreshing the experience to welcome even more guests.”
Love said several Cracker Barrel employees have reached out to her privately, expressing concerns about changes to the restaurant’s popular retail area. Moore, however, dismissed any notion that the gift shop would disappear. “The retail store is a core part of who we are. That’s not changing,” she said.
The TikTok’s popularity even prompted a personal gesture from the company: a gift basket and thank-you note sent to Love, acknowledging her affection for the brand.
Customer feedback, Moore noted, is a driving force behind the company’s strategy. “Guests have asked for more booth seating, less clutter, and a more comfortable dining environment,” she said.
But ambiance isn’t the only focus. Cracker Barrel is also evolving its menu. Love, however, voiced concerns about the direction of the food. “I think they’re trying to cut food costs,” she said. “The quality just isn’t what it used to be.”
While she questioned the addition of alcohol to the menu, calling it unnecessary, Moore highlighted ongoing menu innovation. “Just like our store design, our menu strategy is rooted in evolution,” she said, noting that the chain is doubling down on its breakfast strengths while expanding dinner offerings.
Among the newest items is the Campfire Shrimp Skillet—an extension of the nostalgic “campfire” meals that disappeared in 2018. Moore called it “an incredible value,” underscoring the brand’s efforts to keep meals affordable. “Our average check is $14, compared to $27 for casual dining,” she said. “That’s always been part of our value promise.”
For Love, however, the magic of Cracker Barrel lies not in aesthetics or new menu items, but in the care behind the food. “Prepare it with love like it used to be,” she said. “That’s where it all starts.”
Despite the criticism, Cracker Barrel insists its modernization efforts are carefully balanced with tradition. “Everything we’re doing is deeply rooted in who we are,” Moore said. “This is about honoring the past while preparing for the next 55 years.”
