Cracker Barrel scraps logo rebrand, to bring back ‘Old Timer’ after backlash

Cracker Barrel abandoned its much-maligned logo rebrand Tuesday, saying that it will bring back its traditional logo after customer outcry sent its stock price plummeting.

“We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have,” the restaurant chain said in an email to The Washington Times. “Our new logo is going away and our ‘Old Timer’ will remain.”

The company was pilloried after unveiling last week a new modern logo that no longer included a barrel, a man in overalls known as the “Old Timer” or “Uncle Herschel,” and the “Old Country Store” subtitle.

“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,” the company said in its statement. 

“As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon,” Cracker Barrel said.

President Trump congratulated the company after Tuesday’s announcement in a post on Truth Social.

“Congratulations ’Cracker Barrel’ on changing your logo back to what it was,” he wrote Tuesday evening. “All of your fans very much appreciate it. Good luck into the future. Make lots of money and, most importantly, make your customers happy again!”

Mr. Trump had been among those calling for Cracker Barrel to ditch its new branding and bring back the traditional logo.

“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,” he had written on Truth Social earlier in the day and even advising the restaurant chain on how.

“They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity,” he continued. “Have a major News Conference today. Make Cracker Barrel a WINNER again. 

“Remember, in just a short period of time I made the United States of America the ‘HOTTEST’ Country anywhere in the World. One year ago, it was ‘DEAD.’ Good luck!”

Founded in 1969, Cracker Barrel operates about 660 restaurants nationwide. The chain is known for its country store and Southern-style comfort food, including pancakes, country-fried steak, and chicken-fried chicken.

The decision to dump the logo rebrand after a week that saw Cracker Barrel lose nearly $100 million in market value amid accusations that the restaurant chain known for serving up pancakes and hashbrowns had gone woke.

Conservative activist Robby Starbuck reacted Tuesday by declaring another victory over woke corporate America, saying that, “we are winning and we plan to keep winning.”

“Big news: Cracker Barrel has caved. They just sent an email confirming that they’re returning to the old logo. All plans for the new logo have been scrapped,” he said on X. “Now they just need to end DEI and stop funding all ages pride shows!”

Mr. Starbuck said the rebrand followed years of Cracker Barrel executives pushing DEI initiatives and partnering with LGBTQ groups on Pride Month celebrations, including rainbow rocking chairs and Pride flags at the company’s headquarters. He also noted that board member Gilbert Davila owns a DEI consulting firm and oversaw DEI efforts at Disney before coming to Cracker Barrel.

Cracker Barrel CEO Julie Felss Masino, who took the helm in 2023, alarmed the pancake-eating faithful last year when she discussed plans to update the restaurants, saying, “we’re just not as relevant as we once were.”

The 56-year-old company threw in the towel a day after defending its rebrand but assuring the public that its values “will never change.”

“The things people love most about our stores aren’t going anywhere: rocking chairs on the porch, a warm fire in the hearth, peg games on the table, unique treasures in our gift shop, and vintage Americana with antiques pulled straight from our warehouse in Lebanon, Tennessee,” said the firm’s Monday statement. “We love seeing how much you care about our ‘old timer.’ We love him too.”

That said, Cracker Barrel has also been mocked for redoing the triangular peg game by seeking to spare the feelings of its most sensitive customers.

Instead of its message saying that solving the game in three tries means “you’re just plain dumb” — and four tries makes you an “eg-no-ra-moose” — the game now says, “no reason to be embarrassed, try again.”

A Cracker Barrel spokesperson defended the changes, telling Country Living that the “peg game is still the same peg game our guests have known and loved for years, and some may look visually different now, but the rules and fun remain completely unchanged.”