Cracker Barrel reverses branding plan, restores classic logo and Uncle Herschel image
Cracker Barrel Old Country Store said it will scrap its controversial rebranding plan and revert to its traditional logo, with the “Old Timer” character staying in place. The move comes after a wave of customer feedback and public scrutiny over the new branding.
The company said in a statement that it appreciated guests’ voices and loves for Cracker Barrel. “We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain,” Cracker Barrel said. It added that the focus remains on serving up comforting meals, warm welcomes, and the kind of country hospitality that feels like family. The retailer noted its 70,000 employees look forward to welcoming guests back to the table.
Cracker Barrel’s stock rose in after-hours trading following the announcement, signaling investor relief as the brand returns to its familiar image.
The reversal follows comments from President Donald Trump, who weighed in on the rebrand, urging Cracker Barrel to revert to the old logo and manage the company effectively. Trump suggested the move could provide a major publicity boost and urged a forthcoming press event to make Cracker Barrel a “WINNER again.” A White House X post later echoed the sentiment with a provocative mock-up featuring Trump and a slogan that critics said signaled a shift in messaging.
The controversy extended to Cracker Barrel’s branding itself, with critics arguing the new visuals drifted from the chain’s traditional image. Trump Jr. joined those criticisms on social media, questioning the branding decision.
As part of the initial rebranding, Cracker Barrel had removed the image of its Uncle Herschel character leaning against a barrel from the logo.
What this means for Cracker Barrel
– The company is betting that returning to its established branding will restore customer trust and re-emphasize its long-standing identity as a family-friendly, Indiana-diner-style staple.
– The public debate around the logo underscores how brand imagery can quickly become a political and cultural flashpoint, affecting consumer sentiment and, at times, stock performance.
– With the reversal, Cracker Barrel can focus on its core strengths: comfort food, a welcoming dining experience, and consistency across its locations as it moves forward.
Overall, Cracker Barrel’s announcement signals a pivot back toward the brand’s traditional, familiar look and feel, prioritizing guest experience and employee stability amid a moment of public debate.
Summary: Cracker Barrel has scrapped its rebranding, restored the original logo and Uncle Herschel imagery, and indicated a renewed commitment to its classic country-hospitality identity, while noting positive investor signals as the stock moved higher after the news. The episode highlights how brand evolution can intersect with public opinion and political commentary, and how a swift reversal can reshape perceived brand direction with an emphasis on tradition and customer connection. Positive spin: the company chose to listen to guests and return to what many customers have long valued.