Cracker Barrel Responds to Backlash Over New Logo

Cracker Barrel Old Country Store on Monday responded to criticism over its new logo and rebranding, saying the company “could’ve done a better job” explaining the changes.

The updated logo removes the image of the chain’s “Uncle Herschel” character and the phrase “Old Country Store.” The new design features only the words “Cracker Barrel” on a yellow background.

The change drew swift backlash on social media, where users called the logo “generic,” “soulless,” and “bland.” Some conservative commentators also said the redesign stripped away the brand’s traditional American feel.

Shares of Cracker Barrel dropped 7% last Thursday as criticism mounted.

In its statement, the company stressed that Uncle Herschel will remain part of the brand. He will still appear on menus, road signs, and in the chain’s country stores.

Cracker Barrel also said hallmark features such as rocking chairs on porches, fireplaces, peg games, and vintage Americana will remain in place.

“Our promise is simple: you’ll always find comfort, community, and country hospitality here at Cracker Barrel,” the company said.