Branding: Cracker Barrel Relents, Will Drop New Logo

Cracker Barrel said it is reverting to its “Old Timer” logo after a rebrand ignited a culture war.

“We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain,” the company said Tuesday.

Cracker Barrel’s shares jumped more than 9% in after-hours trading.

The "enhanced brand look" was intended to modernize the company's brand, executives said. The intent includes moving its restaurants away from nostalgia-rich decor to something more contemporary and less cluttered.

The restaurant chain, faced significant backlash after unveiling a new logo last week as part of its "All the More" rebranding campaign. The new logo removed the iconic image of "Uncle Herschel," an overall-clad man leaning against a barrel, which had been a staple since 1977, replacing it with a minimalist text-only design featuring the restaurant’s name in brown lettering against a yellow barrel-shaped background. 

The change sparked widespread criticism from customers, particularly conservative commentators, who called the logo "generic," "soulless," and "woke," arguing it erased the brand’s nostalgic, Americana heritage. Social media posts amplified the outrage, with figures like Donald Trump Jr. and President Donald Trump criticizing the move, the latter urging the company to revert to the old logo. 

Cracker Barrel defended the rebrand, with CEO Julie Felss Masino claiming the changes were necessary to modernize and attract younger customers while maintaining core values. The company stated that 87% of surveyed respondents liked or loved the new logo and emphasized that "Uncle Herschel" would remain on menus and in stores. 

However, on August 25, Cracker Barrel issued a statement acknowledging it "could’ve done a better job" communicating the rebrand, though it initially stood by the new logo. Following continued pressure, including Trump’s social media post on Tuesday, the company announced later that day it would scrap the new logo and restore the "Old Timer" design with Uncle Herschel. 

The decision was met with praise from Trump and his aides, who claimed credit for influencing the reversal, with the White House calling it a “great decision.” Cracker Barrel’s shares rose 7% in extended trading after the announcement.