Cracker Barrel, the 56-year-old restaurant chain known for its Southern cuisine, announced on Tuesday that it will abandon a minimalist logo introduced just days prior, which had ignited widespread criticism.
The decision restores the iconic image of “Uncle Herschel,” an older man in overalls leaning against a barrel, which had defined the brand for decades.
“We thank our 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,” the company posted on social media.
The Lebanon, Tennessee-based chain, with locations in 43 states, emphasized its commitment to “serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family.”
The reversal came after the new logo, unveiled August 18 as part of the “All the More” campaign, drew ire for dropping the traditional imagery and “Old Country Store” branding.
President Donald Trump praised the move, writing on social media, “Congratulations ‘Cracker Barrel’ on changing your logo back to what it was. All of your fans very much appreciate it. Good luck into the future. Make lots of money and, most importantly, make your customers happy again!”
Press Secretary Karoline Leavitt echoed the sentiment, stating, “President Trump has unmatched business instincts and an uncanny ability to understand what the American people want. Cracker Barrel is a great American company, and they made a great decision to trust in Trump!”
The backlash, fueled by conservative critics and figures like Trump and his son Donald Trump Jr., included boycott threats. Earlier Tuesday, Trump had urged the chain to “go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before.”
Rival Steak n’ Shake seized the moment, calling the new logo “a cheap effort to gain the approval of trend seekers” and criticizing the chain for abandoning its heritage.
Cracker Barrel shares, which had fallen over 10% since the logo’s debut, rose 7% in extended trading on Tuesday.
The company had initially stood by the change, part of a 2024 revitalization effort that included modernizing its antique-filled restaurants.
Monday’s statement acknowledged, “You’ve also shown us that we could have done a better job sharing who we are and who we’ll always be,” while promising to retain rocking chairs and vintage decor to attract new customers.
Analysts note that the chain faces broader challenges, including flat sales, declining earnings over the past three years, and a $14 average check struggling against rising costs. Citi analyst Jon Tower observed, per Yahoo!Finance, that “Growing attention does not always translate into consistent visits nor solve the brand’s longer-term issues around relevancy to younger consumers, but could spark curiosity/visits near-term.”