Following days of uproar, Cracker Barrel switches back to its old logo

The “old timer” and barrel are back in Cracker Barrel’s logo. | Photo: Shutterstock

Cracker Barrel is reinstating its old logo after a new design drew widespread criticism that sunk its stock price and drew the attention of President Donald Trump.

In a statement Tuesday evening, the family-dining chain thanked its customers for making their voices heard. “We said we would listen, and we have,” the company said. “Our new logo is going away and our ‘Old Timer’ will remain.”

The “Old Timer” is Uncle Herschel, the man depicted in the old logo seated next to a barrel alongside the words Cracker Barrel Old Country Store. The logo was in use from 1977 until earlier this year, when the chain began to phase out the man and barrel imagery as part of a wholesale rebrand effort. Last week, it quietly launched a new logo featuring the words Cracker Barrel enclosed in a barrel-like shape.

The more minimalist design drew a swift rebuke on social media that was largely fueled by conservative influencers such as Donald Trump Jr. They accused the chain of going “woke” and abandoning its traditional American roots by removing the man from the image. They also leveled attacks against Cracker Barrel CEO Julie Felss Masino—one of the restaurant industry’s few female chief executives—and other members of the leadership team and board.

The criticism enflamed a simmering backlash against Cracker Barrel’s ongoing rebrand, which includes a more modern restaurant design as well as updates to the menu and marketing. 

It also further established Cracker Barrel as a lightning rod for conservatives, who had previously targeted the chain for its diversity, equity and inclusion (DEI) policies.

Though the initial reaction to the logo seemed to break along political lines, it soon evolved into a nonpartisan dogpile. Social media users of all stripes complained that the new logo was bland and soulless and lacked the chain’s nostalgic, homey vibe. 

A YouGov poll published Tuesday found that more than 75% of respondents preferred the old logo, and that 29% would be less likely to visit the chain because of the new one.

On Thursday, two days after the new logo was unveiled, Cracker Barrel’s stock plunged by more than 13% as the uproar reached a fever pitch. 

Two days earlier, Masino said on “Good Morning America” that the response to the chain’s rebrand had been “overwhelmingly positive,” noting that store managers were eager to sign up for remodels.  

But after a weekend of mounting social media pressure, the chain acknowledged on Monday that it “could’ve done a better job sharing who we are and who we’ll always be.” Still, it seemed intent on moving forward with the new look.

Then, in a social media post Tuesday morning, President Trump himself urged the chain to return to the old logo. 

“Cracker Barrel should go back to the old logo,” he wrote on Truth Social. “Admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before.”

He added that the publicity generated by the situation coud be worth “a billion dollars … if they play their cards right.”

The post seemed to bolster investor confidence, as Cracker Barrel stock shot up more than 6% on Tuesday. The chain’s plans to ditch the new logo altogether led to even swifter trading after hours, when shares jumped another 7%, more than recouping its losses over the past five days. As of Tuesday evening, Cracker Barrel stock was trading for $61.76 a share.

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

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