Cracker Barrel on Monday issued a heartfelt statement defending its newly unveiled logo, amid mounting criticism and market turbulence. The company acknowledged missteps in communication, while reaffirming that its core values remain unchanged.
Cracker Barrel’s updated logo, introduced Aug. 18, removed its iconic image of a man leaning against a barrel—often seen as “Uncle Herschel”—and adopted a streamlined, text-only design rooted in the brand’s barrel shape and wordmark. The change sparked fierce backlash, particularly online and among traditionalist patrons.
On the financial front, the reaction hit Cracker Barrel’s stock hard. Shares plunged nearly 7 percent on Thursday, costing the company nearly $100 million in market value. The initial drop exceeded 10 percent before markets stabilized slightly.
Cracker Barrel Response
Responding to the uproar, the company admitted publicly, “we could’ve done a better job” explaining the new logo to its loyal customers. In a statement, Cracker Barrel emphasized: “Our values haven’t changed, and the heart and soul of Cracker Barrel haven’t changed.”
The chain pledged that beloved elements—porch rocking chairs, fireplace hearths, peg games, and vintage Americana in its stores—will remain intact. “Uncle Herschel will still be on our menu … on our road signs and featured in our country store. He’s not going anywhere — he’s family,” the statement said.
Cracker Barrel framed the logo redesign as part of the larger “All the More” campaign aimed at modernizing the brand and appealing to a broader audience, including younger diners. Updates extend beyond branding, with investments in brighter, decluttered interiors across its roughly 660 U.S. locations, totaling about $700 million.
CEO Julie Felss Masino, who took the helm in 2023, reaffirmed the company’s intent. “Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow — the things that you love are still there,” she told Good Morning America.