Cracker Barrel comments after criticism of new logo design

Tennessee – Cracker Barrel is responding to backlash from fans over its new logo with a commitment to customers.

Last week, Cracker Barrel rolled out its rebranding efforts, announcing that it would be retiring the traditional emblem featuring a man with a barrel. The updated logo is simpler, showcasing just the name “Cracker Barrel” on a gold background, which has also been redesigned.

The change has stirred up strong reactions, including from notable figures like former President Donald Trump, resulting in a significant drop in the company’s stock—approximately $94 million in just one day.

On Monday, Cracker Barrel issued a statement titled “Promise to Guests.” In it, the chain expressed appreciation for the feedback and acknowledged the need to better communicate their identity.

The rebranding isn’t limited to the logo; the company is also renovating its restaurants and retail spaces. This has involved trading in lighter, modern decor for elements that are more vintage and reflective of its roots, which the company began last year.

Despite these changes, Cracker Barrel emphasized that its core values and traditions remain intact. They highlighted the elements that customers have come to love over the past 55 years—like rocking chairs, warm hearths, and unique finds in the gift shop.

The iconic character Uncle Herschel, often represented in the restaurants, will still be featured in the menu and throughout the stores, even though he was removed from the new logo.

Popular food items, including meatloaf and country fried steak, will remain staples, alongside some new additions to the menu.

The company noted, “We understand that not every change will be perfect right away, but we are committed to listening to our guests and staff.” Their overarching message stresses the values of comfort, community, and hospitality that define Cracker Barrel.

Founded in 1969, Cracker Barrel currently operates close to 660 locations across the U.S., and this rebranding marks what they describe as the fifth evolution of their logo.