Cracker Barrel has reverted to its old logo after its new design was met with a wave of intense backlash.
The new logo, which was introduced on August 19 along with a revamped menu, removed the image of the “Old Timer” and replaced it with a cleaner design featuring just the brand's name, per the Guardian.
This departure from the familiar symbol sparked outrage, with many accusing Cracker Barrel of abandoning its roots and the nostalgic, Southern atmosphere that made it a staple in American dining.
Cracker Barrel's attempt to modernize its look was met with strong criticism, particularly from those who felt it undermined the essence of the brand.
The backlash was so severe that shares in the company dropped by around 7%, and several customers voiced their displeasure across social media, threatening to boycott unless the brand reverted to its classic logo, per BBC News.
In a statement posted on social media, the company confirmed the reversal: “We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain,” referring to the iconic image of a man in overalls, often called "Uncle Herschel," leaning against a barrel.
This image had been a cornerstone of the brand’s identity for decades.
In its announcement, the company reassured its customers that while the logo would return to its classic design, the company would continue to innovate.
"At Cracker Barrel, it's always been – and always will be – about serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family," the company said.
The White House weighed in, with President Donald Trump applauding the decision to return to the old design. “Congratulations 'Cracker Barrel' on changing your logo back to what it was. All of your fans very much appreciate it,” Trump wrote on social media.
He also suggested that the company could capitalize on the publicity the controversy generated. “Make Cracker Barrel a WINNER again,” he added.
Trump's press secretary, Karoline Leavitt, praised the company's decision, noting: "President Trump has unmatched business instincts, and an uncanny ability to understand what the American people want. Cracker Barrel is a great American company, and they made a great decision to Trust in Trump!"
Initially, Cracker Barrel had defended the new logo, saying it represented a shift towards a more modern aesthetic that aligned with the brand's efforts to attract a younger generation of customers.
As part of this rebrand, Cracker Barrel also introduced lighter décor and modern furniture inside its restaurants, which are typically adorned with vintage Americana and antiques.
However, after hearing from a vocal segment of its customer base, Cracker Barrel seemed to acknowledge the misstep.
On August 21, the company issued an apology, thanking customers for their feedback and emphasizing their commitment to staying true to their heritage.
“If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel. We’re truly grateful for your heartfelt voices,” the company said in a statement.