why did cracker barrel change logo

Cracker Barrel changed its logo as part of a strategic brand refresh initiative begun in 2024 aimed at rejuvenating the brand and appealing to younger customers. The new logo removed the iconic "Uncle Herschel" image of an elderly man sitting in a chair leaning against a barrel, a symbol that many customers associated with the company's traditional, Southern charm and homestyle country cooking. However, the change sparked intense backlash, especially from conservative groups and loyal customers, who felt the removal of this nostalgic figure and the barrel was an abandonment of Cracker Barrel's core values and heritage. Critics accused the company of becoming "woke" and forsaking its traditional identity, leading to a rapid reversal of the decision. Cracker Barrel responded by discontinuing the new logo and reinstating the old one, emphasizing that Uncle Herschel and the original branding would remain central to the company's image and marketing. The incident highlights the challenge for legacy brands in updating their image while maintaining the loyalty of their existing customer base and the importance of communicating the reasons and intent behind such changes more effectively. Cracker Barrel's leadership acknowledged that they "could've communicated better" about the brand's identity and direction. The backlash also reflects today's polarized cultural environment where branding changes are often viewed through political lenses, even if unintended.