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’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.

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.

Conservative activist Robby Starbuck criticized Cracker Barrel's rebranding efforts and corporate policies, claiming the chain is rejecting its traditional customer base.

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.