Cracker Barrel Old Country Store on Monday released a statement addressing the backlash it received last week over its rebranding and new logo.
“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 restaurant wrote.
“You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be.”
Core Values “Will Never Change”
The company emphasized that its founding values — hard work, family, and scratch-cooked food made with care — remain unchanged.
Cracker Barrel said it remains committed to offering a place where everyone feels at home, highlighting the traditions guests know and love:
“Uncle Herschel” Still Part of the Brand
Much of the uproar centered on the removal of the iconic “Uncle Herschel” figure from the logo. Cracker Barrel reassured guests that the character will remain central to the brand.
“We love seeing how much you care about our ‘old timer.’ We love him too,” the statement read.
“Uncle Herschel will still be on our menu, on our road signs and featured in our country store. He’s not going anywhere — he’s family.”
Focus on Food and Hospitality
Cracker Barrel noted that its main focus remains on the kitchen and the dining experience, citing popular staples like meatloaf, chicken n’ dumplins, country fried steak, and pancakes — alongside new dishes.
“Whether you’re a long-time fan or a first-time guest, we want you to feel at home around our table,” the company said.
Balancing Heritage With Future Growth
The chain explained that evolving its branding is part of ensuring relevance for future generations.
“Planning for the future means showing up on new platforms and in new ways, but always with our heritage at the heart,” the statement read.
The company added it will continue “testing, learning, and listening” while keeping its promise of comfort, community, and hospitality.
Logo Redesign Sparks Backlash and Stock Drop
The logo shift, unveiled earlier this month, dropped the man-and-barrel imagery that had been part of its brand since 1977.
While Cracker Barrel cited research showing 87% of respondents liked or loved the new look, the redesign drew significant backlash online and coincided with a $100 million dip in the company’s stock value.
Cracker Barrel also refreshed its restaurants’ interiors, replacing kitschy Americana décor with a more modern style, another move that has polarized customers.
