Jim Geraghty had lots of details on the botched Cracker Barrel rebranding earlier today. I would just add to it that I actually don’t care particularly much about the change to the logo, but the photos I’ve seen of redesigned Cracker Barrel locations are appalling.

Cracker Barrel is part of my rotation of restaurants on road trips when I have time for a bit more than fast food, and desire more variety than at Waffle House. At Cracker Barrel, you can get a wide variety of foods at any time of the day at reasonable prices– from pancakes, eggs, biscuits, and hashbrown casserole to meat loaf or chicken and dumplings. There are lots of sides that can be mixed and matched for various tastes and dietary restrictions. But a big part of the appeal is the environment.

The retail portion in the entrance of a Cracker Barrel has the feel of a general store, with old-style candies, toys, and other sundries. The main dining area has a certain warmth — almost like you’re entering the home of somebody who decorated with random items picked up at a garage sale. There was a charm to the experience, that made you feel like you were being transported to a time before technology and smartphones dominated our lives. The new streamlined aesthetic is cold, generic, and boring.

The change is so abominable that I can only imagine it was cooked up by some overpaid brand consultant who never visited a Cracker Barrel before getting the gig.