Cracker Barrel is facing widespread criticism following a major change to its iconic logo.
On August 21, the restaurant chain announced a rebrand that removes the barrel and the man leaning on it, along with the words “Old Country Store.”
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The updated emblem now features only the words “Cracker Barrel” on a gold background with a slightly altered shape.
The announcement had an immediate financial impact, with the company’s stock dropping $94 million on Thursday following the unexpected redesign.
In response to the backlash, Cracker Barrel issued a statement on August 25:
“A promise to our guests.
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. You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be.
What has not changed, and what will never change, are the values this company was built on when Cracker barrel first opened in 1969: hard work, family, and scratch-cooked food made with care. A place where everyone feels at home, no matter where you’re from or where you’re headed.
That’s the Cracker Barrel you’ll always find.
The things people love most about our stores aren’t going anywhere: rocking chairs on the porch, a warm fire in the hearth, peg games on the table, unique treasures in our gift shop, and vintage Americana with antiques pulled straight from our warehouse in Lebanon, Tennessee. We love seeing how much you care about our ‘old timer.’ We love him too.Uncle Herschel will still be on our menu (welcome back Uncle Herschel’s Favorite Breakfast Platter), on our road signs, and featured in our country store. He’s not going anywhere— he’s family.
While our logo and remodels may be making headlines, our bigger focus is still right where it belongs… in the kitchen and on your plate: serving generous portions of the food you crave at fair prices and doing it with the kind of country hospitality that brightens your days and creates lasting memories.
Meatloaf, chicken n’ dumplings, country fried steak, sides that taste like Sunday supper, and yes, the world’s best pancakes, they’re all still here, with a few new dishes joining the menu. Whether you’re a long-time fan or first-time guest, we want you to feel at home around our table.
We also want to be sure Cracker Barrel is here for the next generation of families, just as it has been for yours. That means showing up on new platforms and in new ways, but always with our heritage at the heart.
We take that responsibility very seriously. We know we won’t always get everything right the first time, but we’ll keep teseting, learning, and listening to our guests and employees. At the end of the day, our promise is simple: you’ll always find comfort, community, and country hospitality here at Cracker Barrel.
Uncle Herschel wouldn’t have wanted it any other way.
Thank you for caring so much and come see for yourself the country hospitality that makes Cracker Barrel feel like home.”
The statement emphasizes that while the logo and store remodels are changing, the company’s menu and core values—including family, hospitality, and scratch-cooked meals—remain the same.
Cracker Barrel says it is committed to balancing its heritage with new branding efforts to appeal to both longtime customers and future generations.
