Additional Coverage:
- Cracker Barrel responds to criticism of new logo, says ‘old timer’ will stay on menus and road signage (businessinsider.com)
Cracker Barrel Backs Down (Slightly) After Logo Change Backlash
Lebanon, TN – Cracker Barrel Old Country Store has responded to the outcry over its recent logo change, acknowledging fans’ attachment to the iconic “old timer,” Uncle Herschel. While the company reassured customers that Uncle Herschel isn’t disappearing entirely – he’ll remain on menus, road signs, and in the country store – it stopped short of reinstating him to the logo.
The new logo, a simplified barrel design, sparked widespread criticism for removing the familiar figure. Cracker Barrel addressed the concerns in a statement, emphasizing its commitment to good food and hospitality. The company stated its focus remains “on the kitchen and on your plate,” serving generous portions at fair prices with a side of Southern charm.
While the company admitted it “could’ve done a better job” explaining the change, it seems the new logo is here to stay. This move is part of a larger brand refresh, including menu updates and restaurant renovations, aimed at attracting new customers while retaining loyal fans. The company’s stock remained relatively stable following the announcement.