Cracker Barrel recently faced major backlash after unveiling a new logo that removed its longtime iconic image of an elderly man (known as "Uncle Herschel" or the "Old Timer") leaning against a barrel. The new logo, unveiled in mid- August 2025, featured only the words "Cracker Barrel" with a stylized barrel outline, ditching the traditional imagery that many customers cherished. This change sparked widespread criticism on social media, with many customers calling the new design "generic," "soulless," and "bland." Conservative commentators also accused the company of adopting a "woke" approach by discarding its classic American branding. The backlash was strong enough to cause a significant drop in Cracker Barrel's stock price, losing nearly $100 million in market value shortly after the logo change was announced. The negative response culminated in the company announcing on August 26, 2025, that it would scrap the new logo and return to the original one with the "Old Timer" imagery. Cracker Barrel issued a statement thanking customers for their feedback and reaffirmed its commitment to its traditional values and hospitality style. The company emphasized that its identity and core values had not changed despite the attempted refresh. The decision to revert to the old logo was praised by former President Donald Trump and other public figures, which helped the stock rebound quickly after the announcement.
In summary, Cracker Barrel encountered intense customer and public backlash over a controversial logo change, resulting in a reversal back to the old logo to maintain customer loyalty and brand heritage.
