Cracker Barrel says it “could’ve done a better job” with release of controversial new logo
LEBANON, TN (AP) — Cracker Barrel is sticking with its new logo but apologizing to fans who were angered when the change was announced last week.
“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,” the company said Monday in a statement on its website. “You’ve also shown us that we could have done a better job sharing who we are and who we’ll always be.”
Cracker Barrel took heat last week when it announced a simplified logo featuring only the chain’s name. Gone was the picture of an older man in overalls leaning against a barrel. The words “Old Country Store” were also removed.
The change was part of a wider rebrand, which has seen Cracker Barrel update its cluttered, antique-filled restaurants with lighter paint and modern furniture.
Many on social media, including Donald Trump Jr., criticized the new logo, with some threatening to boycott unless it was changed back. Sensing an opening, the rival chain Steak n’ Shake called the new logo “a cheap effort to gain the approval of trend seekers.”
“Heritage is what got Cracker Barrel this far, and now the CEO wants to just scrape it all away,” Steak n’ Shake said in a statement on X.
Cracker Barrel shares have dropped more than 10% since the new logo was introduced on Aug. 18.
On Monday, the Lebanon, Tennessee-based company emphasized that many things about Cracker Barrel won’t change, including the rocking chairs on its front porches and vintage Americana and antiques scattered throughout its restaurants.
Cracker Barrel also said it will continue to honor Uncle Herschel — the older man in the former logo, who represents the uncle of Cracker Barrel’s founder — on its menu and on items sold in its stores.
But Cracker Barrel said it also wants to make sure that the business stays fresh and attracts a new generation of customers.
“That means showing up on new platforms and in new ways, but always with our heritage at the heart,” the company said in a statement.
The company said it will also keep testing, learning and listening to its employees and customers.
Cracker Barrel shares fell less than 1% to close at $54.26 per share Monday.
