Cracker Barrel launches $5 all-you-can-eat pancakes as branding backlash lingers

Cracker Barrel is rolling out a $5 all-you-can-eat pancake deal timed to National Pancake Day, set for Friday, Sept. 26, with early access available Thursday for members of the chain’s free loyalty program. The offer is designed to draw customers back after a controversial branding phase that drew consumer backlash earlier this year and prompted changes to both its logo and interior design. The company describes its pancakes as having crisp edges and a fluffy texture, with batter mixed fresh each morning and griddled to order.

The pancake deal coincides with the company’s broader marketing push around National Pancake Day, and the loyalty club will grant early access as part of Cracker Barrel’s efforts to boost traffic ahead of the weekend. For those who can’t take advantage of the pancake offer, the chain has details for other promotions later in the year, including a football-themed incentive next month. Throughout October, fans who wear their favorite team’s jersey or present a same-day game ticket stub to a big game can receive a free side of pancakes with any entrée purchase.

The timing of the pancake deal comes as Cracker Barrel faces fallout from a branding overhaul introduced in August. The redesign replaced the longtime logo featuring the cross-legged old man on a rocking chair with a simpler yellow background, and it also led to a broader overhaul of restaurant interiors, moving away from the farmhouse-style lattice and wood toward brighter walls and modern lighting. Critics argued the changes stripped away the brand’s character, prompting calls for boycotts from some customers and commentary from notable figures. In the wake of the backlash, the company announced it would revert both the logo and the interior refresh, though it still faced a roughly $30 million drop in sales over the summer period.

Industry observers say the branding disruption intersects with Cracker Barrel’s broader strategic goals as it seeks to stabilize customer demand and rebuild momentum. The pancake promotion, coupled with the October football offer, represents a tactical push to re-engage diners while the company navigates the aftereffects of the branding changes. Executives have indicated a focus on consistency of product quality and guest experience as the brand charts its path forward in a challenging restaurant environment.