*Cracker Barrel has backtracked on its $700 million rebranding effort, announcing on August 26 that it will abandon its new logo and restore the original design.
We reported earlier that the decision follows intense criticism from conservative voices and a 7.2% stock drop, resulting in a $94 million loss in market value on August 21; however, the stock later partially recovered.
The rebrand introduced a minimalist, text-only logo, stripping away the iconic “Uncle Herschel” figure, a man leaning on a barrel that had long symbolized the chain’s Southern roots. While the gold-and-brown color scheme remained, the change sparked outrage among MAGA supporters, who labeled it “woke.”
Donald Trump Jr. questioned the move on X, and Rep. Byron Donalds, a former Cracker Barrel employee, called for the company to “Make Cracker Barrel Great Again.” Conservative commentators piled on, with Benny Johnson claiming the logo erased “the white guy sitting outside of the store” and Sean Davis of The Federalist declaring, “Cracker Barrel is done.” Activist Chris Rufo also criticized the rebrand, urging to “break the Barrel.”
In response to the backlash, Cracker Barrel defended its initial decision, with CEO Julie Felss Masino stating the rebrand aimed to attract younger diners. The company told Newsweek, “Our values haven’t changed, and the heart and soul of Cracker Barrel haven’t changed,” emphasizing that Uncle Herschel remained part of its culture and menu. However, the controversy, combined with the high cost of the rebrand, fueled investor unease, according to analysts.
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As The Hill reports, on Tuesday, Cracker Barrel announced the reversal, stating, “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.”
The Tennessee-based restaurant chain reaffirmed its commitment to its heritage, adding, “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.”
President Trump weighed in on Truth Social, urging the company to capitalize on the attention. “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. They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity,” he said.
Earlier, Cracker Barrel had defended its rebranding process, noting on Monday that it collaborated with experts to evolve its identity. “This is a beloved brand with strong emotional ties, so it was paramount that we selected the right expertise to help us define our evolved identity,” the company said.
“This collaborative team plays a key role working with our internal team to craft the next chapter of our brand story — one that resonates with loyal guests while welcoming new ones to our table.”
Despite these efforts, customer feedback ultimately prompted the return to the classic logo, signaling the power of its loyal base.
MORE NEWS ON EURWEB.COM: Cracker Barrel Logo Change Fuels MAGA Outrage and $94 Million Stock Loss | WATCH
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