Cracker Barrel has decided to stick with its newly unveiled logo, despite facing considerable backlash from loyal fans. In a recent statement posted on its website, the company expressed its gratitude to customers, saying, “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 statement also acknowledged the need for improved communication regarding the brand's identity, stating, “You’ve also shown us that we could have done a better job sharing who we are and who we’ll always be.”
The controversy erupted last week when Cracker Barrel introduced a simplified logo that features only the chain's name. The previous logo, which depicted an older man in overalls leaning against a barrel, was replaced, along with the phrase “Old Country Store.” This logo change is part of a broader rebranding initiative aimed at modernizing the restaurant's image. As part of this effort, Cracker Barrel has begun updating its traditionally cluttered, antique-filled establishments with lighter paint and contemporary furniture.
Social media reactions to the logo change have been overwhelmingly negative, with notable figures such as Donald Trump Jr. voicing their discontent. Some customers have even threatened to boycott the restaurant unless the old logo is reinstated. Competing chain Steak n’ Shake took the opportunity to criticize Cracker Barrel's rebranding, referring to the new logo as “a cheap effort to gain the approval of trend seekers.” They further asserted, “Heritage is what got Cracker Barrel this far, and now the CEO wants to just scrape it all away.”
The backlash has had a tangible impact on Cracker Barrel’s financial performance, with the company's shares dropping by more than 10% since the introduction of the new logo on August 18. As of Monday, Cracker Barrel's shares closed at $54.26, reflecting a less than 1% decrease from the previous trading day.
In response to the criticism, Cracker Barrel reassured its customers that many beloved aspects of the brand will remain intact. The company emphasized that the iconic rocking chairs on its front porches and the vintage Americana decor will continue to be featured in its restaurants. Additionally, Cracker Barrel confirmed that Uncle Herschel, the figure represented in the former logo and the uncle of the restaurant's founder, will still be honored on its menu and merchandise.
Furthermore, Cracker Barrel aims to strike a balance between maintaining its heritage and appealing to a newer generation of customers. “That means showing up on new platforms and in new ways, but always with our heritage at the heart,” the company stated. They also committed to continuously testing, learning, and listening to feedback from both employees and customers as they navigate this transition.
