Cracker Barrel Shares Statement After Intense Backlash Over New Logo & Rebranding
on Aug 25, 2025
Cracker Barrel Hit With Wave Of Criticism For Changing Its Looks & Logo
Cracker Barrel has released an official statement addressing the criticism it has received in recent days.
To catch you up on the news, Cracker Barrel found itself at the center of intense public backlash after debuting its new logo last week. The updated logo has a simplified appearance with its name in a bold script on a gold background.
The new design no longer features the famous image of Uncle Herschel sitting beside a barrel. Herschel was the real-life uncle of Cracker Barrel founder Dan Evins and has been called “The Soul of Cracker Barrel.”
Before unveiling its new design, Cracker Barrel hadn’t changed its logo in 48 years.
The new logo sparked a ton of discourse online. Some simply felt the design was too plain or boring, and voiced how they liked the old one better.
Others were outraged, viewing the new logo as a sign that Cracker Barrel was abandoning its roots and values.
The new logo reveal came amid a larger Cracker Barrel rebrand, as the restaurant has also been updating the interiors of its locations. The dark, cabin-like style has been ditched to favor a more modern farmhouse look. Many patrons have expressed their distaste for the new look, calling it less cozy and charming.
This, combined with the new logo, was a last straw for some customers, who vowed they’d never eat at Cracker Barrel again.
Cracker Barrel Releases Official Statement About The Backlash
On Monday (August 25), Cracker Barrel released its first official statement addressing the backlash surrounding its new logo and rebranding. They said:
“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. You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be. What has not changed, and what will never change, are the values this company was built on when Cracker Barrel first opened in 1969: hard work, family, and scratch-cooked food made with care. A place where everyone feels at home, no matter where you’re from or where you’re headed. That’s the Cracker Barrel you’ll always find.”
Cracker Barrel said that the things customers love most about visiting their locations will never change. They vowed to keep their rocking chairs, peg games, and “unique treasures” in their gift shop.
The restaurant also shared its intentions to keep Uncle Herschel’s image on their menu, road signs, and in their shop, saying, “He’s not going anywhere— he’s family.”
“While our logo and remodels may be making headlines, our bigger focus is still right where it belongs… in the kitchen and on your plate: serving generous portions of the food you crave at fair prices and doing it with the kind of country hospitality that brightens your days and creates lasting memories,” the company said.
Cracker Barrel said it wants to ensure it is “here for the next generation of families,” adding, “that means showing up on new platforms and in new ways, but always with our heritage at the heart.”
Read Cracker Barrel’s full statement by flipping through the images in the post below.
The Public Responds To Cracker Barrel’s Statement
Most reacted negatively to Cracker Barrel’s statement, with many voicing a “too little, too late” mentality. Others took issue with the fact that Cracker Barrel didn’t seem to back down from its plans to rebrand.
Some of the customer responses on Facebook were:
“We want the old style of the stores- full of treasured antiques -each with its own loved story. We Millennials and younger generations appreciate the nostalgia factor greatly. Why is that hard to understand?”
“Uncle Hershel [sic] is rolling in his barrel.”
“If you are sincere in your message, then leave Uncle Herschel on the logo. Put it back like it was and stop moving in the wrong direction. Change is not always wanted, or better.”
“You can’t put the toothpaste back in the tube once you’ve squeezed it out!”
“If it doesn’t get changed back to how it was, then I won’t be back with my family… period!”
“In a world that’s changing faster and faster day by day there is comfort in things that remain UNCHANGED and I think they are missing that point.”
“Put it back the way you found it. Logo, restaurant decor, paint, ALL OF IT!”
“Keep the old sign logo!”
What do you think about Cracker Barrel’s statement regarding the backlash?
