Cracker Barrel is rolling out an all-encompassing refresh with its new All the More campaign, launching August 19. The movebrings back the fan-favorite Uncle Herschel’s Favorite breakfast and pairs it with a broad brand modernization that touches the menu, decor, logo, and even the peg game across the brand’s roughly 660 locations. While the look is evolving, the company says it remains rooted in the country hospitality and values that have defined Cracker Barrel for more than 55 years.
A centerpiece of the campaign is a new fall menu headlined by Uncle Herschel’s Favorite breakfast, which returns by popular demand. The dish features two eggs served with a choice of sugar-cured ham, country ham, fried catfish, crispy chicken tenders, or, for the first time, a New York strip steak, along with hashbrown casserole or fried apples, biscuits, gravy, and grits. The fall lineup also includes a sausage and egg hashbrown casserole, butter pecan French toast bake, herb-roasted chicken, and a classic pot roast.
The brand is also updating its visual identity. The logo will be refreshed for the fifth time, designed to stay true to Cracker Barrel’s core while rooting the mark more deeply in the iconic barrel shape and word mark that started it all. In addition to the changes in branding, the peg game—the beloved tabletop challenge—is getting a facelift with friendlier wording for the scoring, shifting away from the old, more cutting lines to a gentler message: “Leave three or more—no reason to be embarrassed, try again.” The company says the game remains the same at its core, with only visual updates.
Cracker Barrel has been giving select locations renovations that sparked discussions among guests about the new look. The All the More rollout brings those improvements nationwide, signaling a broader shift toward a refreshed guest experience while preserving the elements fans cherish.
Beyond the line-up and branding, the campaign will feature a partnership with country artist Jordan Davis. Davis headlines the kick-off event, “A Taste of Country, Anytime,” in New York City on August 21. For shoppers and diners planning a visit, Cracker Barrel will offer a complimentary classic side with any purchase on August 23–24 as a thank-you to guests.
Executive perspective and guest experience
Sarah Moore, Cracker Barrel’s Chief Marketing Officer, frames the change as a blend of honoring legacy with fresh energy: “We believe in the goodness of country hospitality, a spirit that has always defined us. Our story hasn’t changed. Our values haven’t changed. With All the More, we’re honoring our legacy while bringing fresh energy, thoughtful craftsmanship and heartfelt hospitality to our guests this fall.” The company emphasizes that the updates aim to enhance the guest experience while staying faithful to the brand’s roots.
What this means for guests
– All the More launches August 19 and will unfold across Cracker Barrel’s network of locations.
– Uncle Herschel’s Favorite breakfast returns with new options, including a New York strip steak, alongside familiar sides.
– Fall menu highlights expand choices for breakfast and dinner, including a classic pot roast and herb-roasted chicken.
– The logo and peg game receive modern refreshes, while the core game experience remains unchanged.
– Jordan Davis’ collaboration and the NYC event add a notable country music tie-in, amplified by a limited-time offer of a complimentary classic side on August 23–24.
Additional value and perspective
– The campaign represents Cracker Barrel’s strategy to combine nostalgia with contemporary design, aiming to attract newer guests without alienating longtime fans.
– The nationwide remodels suggest an effort to standardize a refreshed guest experience while preserving the chain’s familiar, homey atmosphere.
– Guests planning a visit should anticipate some stores in various stages of renovation, but can expect the same warm hospitality and core menu items with new twists.
Overall, All the More signals Cracker Barrel’s continued evolution—balancing a refreshed look and updated menu with the comforting, down-home experience that has kept customers coming back for decades. It’s a forward-looking move designed to keep the brand relevant in a competitive dining landscape while honoring its heritage. If you’re curious about the changes, a trip to Cracker Barrel this fall could offer a taste of the updated experience alongside nostalgic favorites. Positive outlook for guest engagement remains a core thread of the rollout.