Cracker Barrel’s recent logo redesign sparked more than just online chatter—it triggered an uproar that cost the restaurant chain nearly $100 million in market value. What was supposed to be a simple brand refresh turned into a lesson on how deeply customers care about tradition.
What changed in the Logo?
The new logo kept the same rustic colours but removed an image that has been central to the company for decades — an older gentleman sitting in a wicker chair leaning against a barrel. That man, known as “Uncle Herschel”, is based on company founder Dan Evins’ real-life uncle and has long represented Cracker Barrel’s down-home, Southern charm.
Cracker Barrel insists Herschel isn’t going anywhere. “Uncle Herschel will still be on our menu, on our road signs, and featured in our country store. “He’s family,” the company said in a statement Monday. But removing him from the logo didn’t sit well with long-time fans.
Why was the backlash so strong
Branding experts say the company misread its audience. “From a branding perspective, it’s basically a flop,” said David E. Johnson, CEO of Strategic Vision PR Group. “They replaced a logo with a real story — a symbol of homestyle cooking and tradition — with something generic.”
The first Cracker Barrel opened in 1969 in Lebanon, Tennessee. For more than 50 years, the image of Herschel and his barrel reminded customers of the “old country store experience”, a place where people gathered, shared stories, and enjoyed hearty meals.
By removing that image, experts argue, the company unintentionally signalled it was moving away from its roots. According to a recent YouGov survey, 76% of people prefer the old logo over the new one.
Why did Cracker Barrel make the change?
The logo update came as part of a larger effort to modernize the brand under new CEO Julie Felss Masino, a former Taco Bell executive. While Cracker Barrel’s revenue grew slightly to $3.5 billion in 2024, profits dropped sharply from $99 million in 2023 to $40.9 million last year.
Masino told analysts in May 2024 that Cracker Barrel had relied too much on its “timeless concept,” making it harder to attract new customers. “The goal was to freshen things up in a way that felt noticeable and attractive but still felt like Cracker Barrel,” she said.
Is politics playing a role?
Some critics accused the company of pushing “woke branding”, while others said this was simply a design misstep, not a political statement. Branding expert Thomas Murphy of Clark University doubts politics played any part. “I really doubt Cracker Barrel executives decided to spend millions to change their signage and marketing to make a political point,” he said.
Instead, experts say Cracker Barrel underestimated how emotionally connected customers are to the brand. “When you modernize a legacy brand, you have to honor the past,” said Carreen Winters, president of reputation at MikeWorldWide. “Your customers and stakeholders own your brand — you don’t.”
What happens next?
Despite the backlash, Cracker Barrel has no plans to abandon its brand refresh entirely. The company says its restaurants will continue to showcase Uncle Herschel in menus, advertising, and merchandise. However, with three-quarters of surveyed customers favouring the old logo, there’s pressure to either tweak the redesign or bring back the original.
Whether Cracker Barrel sticks with the new look or reverses course, the episode is a reminder: in a world full of rebrands, sometimes people just want their favourite restaurant to stay exactly the way they remember it.
