Cracker Barrel is sticking with its new logo and modern redesign despite heavy backlash, admitting the rollout could have been handled better.
The Southern restaurant chain faced criticism after dropping its long-time image of a man sitting by a barrel, affectionately known as Uncle Hershel, in favor of a text-only logo.
Alongside the rebrand, Cracker Barrel has been updating its restaurants with sleeker, modern interiors, ditching the rustic Americana style the brand has long been known for.
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Cracker Barrel responds to backlash
On August 25, the company released a statement acknowledging the uproar.
“If the last few days have shown us anything, it’s how truly deeply people care about Cracker Barrel. We’re truly grateful for your heartfelt voices,” the company said. “You’ve also shown us we could’ve done a better job sharing who we are and who we’ll always be.”
“The things people love most about our stores aren’t going anywhere: rocking chairs on the porch, a warm fire in the hearth, peg games on the table, unique treasures in our gift shop, and vintage Americana with antiques pulled straight from our warehouse in Lebanon, Tennessee.”
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Cracker Barrel emphasized that while the logo has changed, the values of the brand remain the same: “hard work, family, and scratch-cooked food made with care.”
As for Uncle Hershel, Cracker Barrel stressed he is still “family,” appearing on menus, road signs, and in stores, just not in the main logo. Furthermore, they stated that their biggest focus is what’s “in the kitchen and on your plate.”
Cracker Barrel customers still unhappy with rebrand
The reassurance has done little to calm critics. On Facebook, Cracker Barrel’s post drew more laugh and angry reactions than likes.
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“If Cracker Barrel still loves Uncle Hershel, and he’s still on the menu, why spend money to purposely change the outside sign to NOT include him?” one user asked.
Another blasted the modern look: “The new interior looks like a sterile, institutionalized retirement home. The cabin-y look is what made CB unique.”
Despite the backlash, Cracker Barrel is standing firm. As reported by Fox News, the company cited research showing 87% of respondents either liked or loved the new design.
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Whether customers adjust to the new look or keep demanding the return of the old logo remains to be seen, but for now, Cracker Barrel isn’t turning back.