Photo: GREGORY WALTON / AFP / Getty Images
Cracker Barrel admitted on Monday (August 25) that it "could’ve done a better job sharing who we are and who we’ll always be" following customer backlash over its new logo. The restaurant chain, known for its traditional aesthetic, recently unveiled a revamped logo that removed the iconic image of a man leaning over a barrel, replacing it with a simpler design featuring just the name "Cracker Barrel" on a gold background. This change sparked outrage among fans, including President Donald Trump, and led to a significant drop in the company's stock value.
The company emphasized that despite the logo change, its core values remain unchanged. "The things people love most about our stores aren’t going anywhere," Cracker Barrel stated, highlighting elements like rocking chairs on the porch and vintage Americana decor. The company also reassured customers that "Uncle Herschel," a beloved figure associated with the brand, will continue to feature on menus and in stores.
Cracker Barrel, founded in 1969, operates nearly 660 locations across the United States. The company is undergoing a broader rebranding effort, which includes modernizing its restaurant interiors. Despite the backlash, Cracker Barrel maintains that the new logo is part of its fifth evolution and aims to appeal to future generations while staying true to its heritage. The company pledged to continue listening to customer feedback as it moves forward.