The new Cracker Barrel logo is seen on a menu inside the restaurant on August 21, 2025 in Pembroke Pines, Florida.
Joe Raedle | Getty images
Cracker Barrel Old Country Store On Monday, a statement meeting the widespread reaction that she was faced last week for her brand change and new logo.
“If the last days have shown us something, it is how deeply people care about Cracker Barrel. We are really grateful for your sincere voices,” wrote society. “You have also shown us that we could have done a better work of sharing who we are and who we will always be.”
The new logo deletes the image of the character “Uncle Herschel” from the restaurant supported against a barrel that was in a good place in the original, leaving behind the words “Cracker Barrel” against the outline of a yellow barrel. The expression “Old Country Store” has also been deleted.
The colors, which, according to the company, were inspired by the eggs and cookies of the restaurant, remained close to the original.
The old and the new Cracker Barrel logo.
With kind permission: Cracker Barrel
Users on social networks quickly criticized the new logo, describing it as “generic”, “soulless” and “bland”.
Some conservatives have also criticized the new logo, saying that it removed the classic and American feeling that has been so central to Cracker Barrel over the years.
Cracker Barrel’s actions fell 7% on Thursday as criticisms went up.
Cracker Barrel said on Monday that if the brand change had made the headlines, its goal remains “in the kitchen and on your plate”.
In the press release, Cracker Barrel said that Uncle Herschel will always be presented on the menu, as well as on traffic signs and in the campaign store.
“It is not going anywhere – it is from the family,” said the press release.
The company has also addressed criticism of decoration changes that have been put in place in barrel of cracker locations across the country, claiming that its stores will always present “rocking chairs on the porch, a warm fire in the home, PEG games on the table, unique treasures in our gift shop and a vintage Americana with antiques.”
The restaurant chain has reiterated customers that its values have not changed.
“We know that we will not always get the first time the first time, but we will continue to test, learn and listen to our guests and our employees,” said the restaurant. “In the end, our promise is simple: you will always find comfort, community hospitality and campaign here to Cracker Barrel. Uncle Herschel did not want it otherwise.”