Cracker Barrel axes New Year’s tradition leaving customers fuming
It may be a new calendar year but Cracker Barrelproblems continue to increase.
After a year full of backlash in 2025 for its logo change, restaurant redesign and menu overhaul, the chain has reportedly also abandoned black-eyed peas, one of the famous Southern comfort foods traditionally eaten on New Year’s Day.
In the South, black-eyed peas are often served on the first day of the year to bring good luck in the coming months. They are often found on a plate alongside greens, cornbread, and pork.
But now Cracker Barrel quietly rescinded the offer, according to a report Fox News report. It’s unclear exactly when the offer was discontinued, but the outlet reported that the restaurant chain stopped running its free black-eyed peas promotion for customers the previous New Year’s Day.
Independent Contacted Cracker Barrel for comment.
Cracker Barrel CEO Julie Felss Masino explains why the southern-themed restaurant chain tried and failed to successfully redesign its signature logo (Joe Raedle/Getty Images)
Customers did not take this news well; Many attributed this change to Cracker Barrel’s recent missteps.
“One of the many reasons why Cracker Barrel failed,” one wrote to X, while another said: “Never going to CB again. You are literally at war with your own customer base. Stop your woke BS.”
“Oh, come on Cracker Barrel, stop killing your friends. Everyone wants good luck and can’t you serve peas as a tradition?” The third came into play.
“Just found out Cracker Barrel is no longer serving Black-Eyed Peas on New Year’s Day. The woman in charge of this needs to be fired. She’s done nothing since taking over the lady down the road but has caused trouble, if you’re reading this your insights are useless,” another wrote.
Anger over the brand continues after Cracker Barrel’s disastrous rebranding attempt in August.
The company’s new logo appeared on menus (Getty Images)
Influencers and MAGA Republicans branded the firm’s decision to drop Uncle Herschel in the Cracker Barrel logo as “woke,” and thousands of online memes of the company’s new look were posted following news of the change.
The changes would also include a simpler font in the logo as well as simple, minimalist décor at Cracker Barrel restaurants. Typically the company’s locations are decorated in a rustic Southern style that alludes to its Tennessean heritage.
The reaction to the change was so extreme that the company’s CEO, Julie Felss Masino, admitted that she felt: “He was expelled by America.”
Cracker Barrel’s redesign caused the company to lose $94 million in one day, and the company’s stock price fell to $54.50. This meant that the company’s share price fell by 7.15 percent, but it has rebounded from a 15 percent drop at the beginning of the day.
