Company Response to Backlash
On Tuesday, Cracker Barrel announced its decision to discard its newly unveiled logo and retain the beloved ‘Old Timer’ design following feedback from its customers.
In a statement to FOX Business, the restaurant chain expressed gratitude to its patrons, saying, “We thank your guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away, and our ‘Old Timer’ will remain. 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 chain further emphasized its commitment to customer service, with a note from their team: “As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon.”
Branding Changes and Customer Reactions
Cracker Barrel faced significant backlash after it opted to exclude ‘Uncle Herschel’ from its logo, introducing a new, text-only design that negatively impacted its stock value. The iconic imagery associated with the brand has been a critical component since its introduction in 1977, despite the original logo being text-only since its inception in 1969.
In addition to the logo change, Cracker Barrel undertook a redesign of its restaurant interiors, shifting away from its traditional American aesthetic to a more modern look.
Stock Market Impact and Public Figures’ Opinions
The restaurant chain’s recent changes have resulted in a decline, as reflected by a loss of $143 million in market value. Some figures, including former President Trump, have weighed in on the controversy. In posts on Truth Social, Trump advised the company to revert to its original logo and reassess its brand management, suggesting it could turn the situation into a significant marketing opportunity.
He stated, “They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity,” and encouraged Cracker Barrel to hold a major press conference to regain its positive reputation.
Company’s Assurance on Values
Responding to the criticism, Cracker Barrel acknowledged that it “could have done a better job sharing who we are and who we’ll always be” after the uproar over the logo change. The company reassured customers that the foundational values established since its first restaurant opened in Lebanon, Tennessee in 1969 remain intact. Those values, according to the company, emphasize “hard work, family, and scratch-cooked food made with care.”
According to a spokesperson, approximately 87% of participants in consumer research expressed either a fondness or approval for the new design. The spokesperson remarked, “Uncle Herschel remains front and center in our restaurants and on our menu. He is the face of ‘The Herschel Way,’ the foundation of how our 70,000-plus employees provide the country hospitality for which we are known.”
FOX Business has enlisted contributions from Greg Norman and Stephen Sorace in this report.
