Cracker Barrel Faces Backlash Over Rebranding Efforts

Boston Globe food critic Devra recently spoke out in defense of Cracker Barrel’s rebranding, jokingly referring to critics as having “brain biscuits.” She highlighted the somewhat absurd nature of the controversy around the Tennessee-based restaurant chain’s new logo, suggesting that it might be good for children to be a part of this cultural discussion.

The backlash began after Cracker Barrel revealed a new text-only logo on August 18, 2025, and removed the beloved “Uncle Herschel” character. Along with the logo change, the restaurant also initiated a remodel, replacing its traditional country-style decorations with a brighter, more modern aesthetic.

Complicating matters, the company’s Diversity, Equity, and Inclusion (DEI) initiatives drew criticism from conservative activist Robbie Starbuck, who has targeted similar movements in other brands.

Despite the backlash, Cracker Barrel management has dismissed the negative reactions, labeling the dissenters as “vocal minorities.” Devra noted that the restaurant is trying to evolve to attract new customers, a sentiment echoed by CEO Julie Fels Masino, who emphasized the importance of staying “relevant.”

Cracker Barrel has also countered claims that the redesign reflects a shift away from its traditional customer base. Previously, the chain faced backlash for celebrating Pride Month, which included an iconic rocking chair painted with rainbow colors.

Devra recounted a recent lunch at Cracker Barrel, observing a diverse group of patrons. She stated, “We were all welcomed as well. It doesn’t matter what the signs are. There are seats for everyone at the table, and that doesn’t change.”

While some critics continue to voice their discontent, claiming that the new logo is just a superficial change, Cracker Barrel maintains that the essence of the brand remains intact. According to a spokesperson, over 87% of survey respondents expressed positivity towards the new logo.

The spokesperson further reassured that Uncle Herschel continues to play a prominent role within the restaurant’s culture and menu, stating, “He is the face of ‘Herschel Way’ and the foundation of how our employees provide hospitality.”