Cracker Barrel issued a rather tepid apology online after a controversial redesign that drew criticism from its customer base.
The restaurant chain has replaced its rustic decor with white paint, fewer knickknacks, and brighter lighting. They’ve also removed significant elements from their logo, such as Uncle Herschel, a folk farmer figure that has been part of the branding since 1977.
Concerns from Wall Street, along with longstanding critiques of the brand as lacking depth—often referred to as a soulless “awakening”—have resulted in a 17% drop in stock value over the past month.
“Our logo and remodel are in the headlines, but our main focus is still where it should be… on the kitchen and what’s on your plate,” Cracker Barrel stated in a post on social media.
They added, “We’re aware that we don’t always get everything right immediately, but we’re committed to learning and listening to our guests and employees,” according to the Tennessee-based company.
Frustrated customers have responded sharply to Cracker Barrel’s changes. One user commented, “You pushed Uncle Herschel aside. Now you’re facing the consequences. Own up to it and stop making excuses.” Another voice added, “Dining in a place that feels like a car dealership isn’t the vintage Americana experience we signed up for.”
Another commenter expressed discontent by stating, “The biggest disservice is pretending to listen while clearly ignoring us.” There was even a playful suggestion: “Someone could start a new chain called Uncle Herschel’s and fill it with decor like a barrel of crackers.”
The company stated it would try to pacify unhappy customers by keeping some familiar elements like porch stools, fireplaces, tabletop peg games, and gift shop items.
Recently, Cracker Barrel declared plans to bring back a customer favorite, Uncle Herschel’s breakfast platter, in the fall after a number of classic menu items were eliminated last year.
Many patrons remain unconvinced. One remarked, “Uncle Herschel would have shown you to the door,” while another asserted, “The restaurant is struggling because food quality and service are noticeably declining. A logo change and a splash of white paint won’t fix that. Get rid of the processed ingredients and return to real cooking.”
Another customer critiqued the lengthy apology, stating, “I don’t care what you think,” pointing out that it felt overly sweetened.
Cracker Barrel had already faced backlash two years ago when it tried to celebrate Pride by swapping out rainbow lockers with wooden ones, and last summer, announced plans for a significant remodel after CEO Julie Fels Masino acknowledged that the chain had become “less relevant” over time.
In May, they initiated a $700 million renovation plan across more than 660 restaurants.
