Cracker Barrel responds to backlash over logo

Cracker Barrel issued a statement addressing backlash to its rebranding and logo change.

Cracker Barrel faces backlash over new logo and rebranding

Cracker Barrel on Monday issued a statement addressing the backlash that followed its rebranding and new logo. The company thanked customers for speaking up and said they could have done a better job sharing who they are and who they will always be. The updated logo removes the Uncle Herschel character leaning on a barrel and the words old country store, leaving the Cracker Barrel name against the outline of a yellow barrel. The color palette remains close to the original, reflecting eggs and biscuits in the branding. This note appears as the brand continues a broader rollout across locations.

Brand updates carry risk when they touch people’s memories. Removing a long-standing image can feel like a break with the past, even as the company aims to modernize. The statement about better storytelling signals a shift from mere design to messaging. It suggests Cracker Barrel wants to align visuals with a broader sense of identity.

The backlash reveals how much customers value consistency in a brand they feel connected to. A strong image can anchor trust, and changes can test that trust quickly. Cracker Barrel now faces a challenge: prove the rebrand serves a clear purpose beyond aesthetics and show a plan that goes beyond words.

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Time will tell if this rebranding strengthens the bond with customers or fades into the background