Following a significant backlash, Cracker Barrel Old Country Store announced it will return to using its original logo. This new feature follows a ton of customer feedback on their recent design refresh. The expansive restaurant chain, known for its Southern country theme and nostalgic Americana decor, has released a new text-based logo. This new layout removes the popular character Uncle Herschel, aka the Old Timer. The regulatory amendment made a huge impact and generated national debate. Even former President Donald Trump weighed in to call on the company to walk back its corporate rebranding move.
The uproar started when Cracker Barrel started opening back from remodels with a brighter, more streamlined look that was sparklier and less rustic. The reimagined design was intended to draw a new generation of visitors. That’s why many longtime regulars were upset to see Uncle Herschel was nowhere to be found on the new logo. Of course, Cracker Barrel has learned to monetary means by now just how strongly emotional bond consumers feel with the character. This character has historically been a big part of the restaurant’s branding.
In a statement responding to customer reaction, Cracker Barrel said it was thankful for the feedback. The company’s leaders underscored their dedication to preserving their artisanal roots while adapting to the tastes of today’s consumers.
“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,” – Cracker Barrel
Julie Masino, vice president of Cracker Barrel, said it was important to keep the brand focused on tradition while moving it forward.
“Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow — the things that you love are still there. We need people to choose us, and we want people to choose us,” – Julie Masino
Even with the logo redesign, Cracker Barrel were quick to allay fears and remind customers that Uncle Herschel is still a key part of their brand’s menu identity. That character will feature heavily on wayfinding signs and in the country store. This is to make sure he’s always an easily recognizable, friendly face wherever customers may be!
“We love seeing how much you care about our ‘old timer.’ We love him too. Uncle Herschel will still be on our menu (welcome back Uncle Herschel’s Favorite Breakfast Platter), on our road signs and featured in our country store. He’s not going anywhere — he’s family,” – Cracker Barrel
Read more about what former President Trump had to say on this developing issue. He proposed that Cracker Barrel admit its error, abandon the new logo, and restore the classic logo, listening to customer feedback and pleas. His comments were included as part of extensive commentary on branding efforts and PR opportunities.
“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,” – Donald Trump
Trump shone a light on the possible benefits of using this outrage machine for good PR and positive outcomes by saying,
“They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity. Have a major News Conference today. Make Cracker Barrel a WINNER again,” – Donald Trump
Cracker Barrel is doubling down on its decision to reintroduce its vintage logo. Simultaneously, they’re focused as ever on retaining their repeat customers and attracting new guests with innovative restaurant concepts. The company’s aptitude for harmonizing these priorities will be paramount in charting a course through upcoming branding storms.
