While unconfirmed by the company, local speculation suggests the chain is exploring several potential sites, including the former Claim Jumper building at 5500 Grossmont Center Drive in La Mesa and an undeveloped lot in Santee. These whispers have sparked excitement among San Diegans eager for a taste of Southern hospitality, though the company has remained silent on the matter. SanDiegoVille reached out to Cracker Barrel for comment but has not received a response as of publication time, leaving the rumors firmly in the realm of conjecture.
Founded in 1969 by Dan Evins in Lebanon, Tennessee, Cracker Barrel began as a small gas station with a restaurant and retail store, capitalizing on rural Americana with iconic decor, rocking chairs, antiques, and dishes like biscuits and gravy. The chain grew to more than 600 locations nationwide, thriving off highway travelers and those drawn to its old-fashioned aesthetic.
California’s relationship with Cracker Barrel has been mixed from the start. The chain’s 2018 debut in Victorville - its first location in the state 0 arrived with enormous enthusiasm, drawing thousands during opening weekend. Additional restaurants opened in Sacramento, Santa Maria, Rocklin, Camarillo, Bakersfield, and Rialto. Still, momentum slowed, and in April 2024 the company abruptly closed restaurants in Sacramento and Santa Maria due to underperformance. Around the same time, the company shuttered its last Oregon restaurant, reflecting a broader struggle to maintain traction on the West Coast.
These operational challenges have now collided with a recent public relations headache: a nationwide backlash over Cracker Barrel’s attempted rebrand. In August 2025, the company unveiled a new minimalist logo - stripping away its long-time visual centerpiece, “Uncle Herschel,” the older gentleman leaning against a barrel - replacing it with clean, modern text and a simplified design. The rebrand was pitched as part of a campaign called “All the More,” aimed at updating store interiors and appealing to younger demographics.
The reaction was immediate and overwhelmingly negative. Critics across the country accused the company of abandoning its identity, with many saying the updated look made Cracker Barrel resemble “a Denny’s with a gift shop.” Desert residents in Victorville, home to California’s first Cracker Barrel, told local media that removing the traditional imagery felt like erasing the brand’s history. Customers lamented the loss of nostalgia and said the redesign stripped away the “sentimental character” that made Cracker Barrel distinct. Even Cracker Barrel’s stock took a hit, dropping nearly $94 million in value within days of the logo reveal.
Following the uproar, the company backtracked, issuing a public “promise to guests” and announcing that Uncle Herschel would remain on menus, signage, and in the country store. Executives insisted that Cracker Barrel was merely attempting to balance its legacy with modern expectations, noting that beloved features like porch rocking chairs, fireplaces, peg games, and Americana décor weren’t going anywhere.
Still, many longtime customers remain skeptical. Some argue the rebrand signals a deeper identity crisis as Cracker Barrel attempts to regain footing after the pandemic era. Others believe the company’s West Coast performance issues may be tied to its struggle to appeal to California diners unfamiliar with the chain’s Southern-countryside nostalgia.
Which brings the question back to San Diego: is now really the moment Cracker Barrel plans to expand here?
Despite the current swirl of rumors, no permit applications, public filings, or corporate statements confirm any forthcoming San Diego location. The alleged La Mesa and Santee sites remain unverified, and the company has not acknowledged interest in America’s Finest City. But with San Diego’s booming population, robust tourism industry, and thriving brunch culture, the market conditions would make sense - even if the timing, amid a national rebrand controversy, is less than ideal.
For now, Cracker Barrel’s potential arrival remains speculative. Whether the rocking chairs, peg games, and plates of country-fried steak will eventually make their way to San Diego is still an open question - and one that locals will undoubtedly continue watching closely.
For more information about Cracker Barrel, visit crackerbarrel.com.
Originally published on December 2, 2025.
