What’s going on with Cracker Barrel?

The restaurant chain just rolled out a full rebrand, courtesy of CEO and president Julie Felss Masino. It’s so ambitious that the rebrand itself even has a name: “All the More,” a perfectly vague and nauseating brand for a perfectly vague and nauseating rebrand.

Every decision must be backed up by consultants, data firms, and PR agencies so that when things flop, no one at the top can be blamed.

Here's the old logo:

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All those little details — the barrel, the old white guy, the dark-yellow pinto-bean-shaped background, the phrase "Old Country Store" — have been thrown out in favor of something with all the charm of a fintech logo:

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And it's not just the logo. The company has redesigned the inside

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