Cracker Barrel Listened and Replaced the Original Logo

On August 18, 2025, Cracker Barrel shared its new logo, which stripped away the imagery to include only the brand’s name. The change was part of a wider rebrand, which also includes the chain revamping its 658 restaurants with a more modern design.

Cracker Barrel Chief Marketing Officer Sarah Moore said in a statement when the revamp was announced.

"We believe in the goodness of country hospitality, a spirit that has always defined us. Our story hasn’t changed. Our values haven’t changed.”

The new logo

Cracker Barrel’s decision to replace its original logo sparked a cultural backlash. The beloved Southern-style restaurant chain, known for its rocking chairs, country store charm, and hearty breakfasts, quietly unveiled a minimalist redesign.

A new logo was costly to replace, but Cracker Barrel believed the original one did not appeal to younger customers. Much of the backlash focused on removing the image of an older gentleman sitting in a wicker chair leaning against a barrel. The old man depicts company founder Dan Evins' Uncle Herschel.

Immediately, the rebranding received criticisms, including from Donald Trump and his son, Donald Trump Jr.

The president wrote on Truth Social:

“Cracker Barrel should go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before."

Social media

• People included humorous memes.
• Some people made heartfelt pleas.
• Some called the new look “cold and sterile.”
• Others threatened boycotts.
• One user cried out, “I’m feeling like this new logo is ruining my life.”
• Former employees and branding experts called the move “brand suicide.”
• Celebrities shared their disappointment.

Following the rollout of the minimalist redesign, the company’s stock plunged nearly $100 million in market value.

Original logo returned

After one week, the 56-year-old Southern chain announced that it listened to the public and has already returned the original logo that customers had grown accustomed to seeing. Cracker Barrel insists that Uncle Herschel will remain an integral part of its brand identity.

After many people criticized the brand for removing other old-timey elements from its branding, Cracker Barrel issued a statement on Tuesday night, August 26, 2025.

“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. 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. As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon.”

President Trump celebrated the news of the original logo’s return on Tuesday night, writing:

“Congratulations ‘Cracker Barrel’ on changing your logo back to what it was. All of your fans very much appreciate it. Good luck into the future. Make lots of money and, most importantly, make your customers happy again!”

In the words of branding consultant Nick Yeonakis:

“People have this image in their mind of a Cracker Barrel that is constant and stable. That’s why when they rebranded, backlash happened.”

Moral of this story

The moral of this story is that when people speak up about something they don't like, something can be done about it when companies listen, as Cracker Barrel has done. Unfortunately, a lot of money was spent on the minimalist redesign. However, while Cracker Barrel lost money on the rebranding, it did not lose longtime customers.