The new Cracker Barrel logo is seen in a menu inside the restaurant on August 21, 2025 in Pembroke Pins, Florida.
Joe Raedle | Getty images
Craker Barrel Old Country Store On Monday he issued a statement that responded to the widespread reaction he faced last week for his brand change and new logo.
“If the last days have shown us something, it is how people carefully care about Cracker Barrel. We are really grateful for their sincere voices,” the company wrote. “You have also shown us that we could have done a better job sharing who we are and who will always be.”
The new logo eliminates the image of the character of the “Uncle Herschel” of the restaurant supported against a barrel that appeared prominently in the original, leaving behind the words “barrel of cookies” against the contour of a yellow barrel. The “Old Country Store” phrase has also been eliminated.
The colors, which according to the company were inspired by the eggs and cookies of the restaurant, remained close to the original.
Cracker Barrel's old and new logo.
Courtesy: Cracker Barrel
Users on social networks quickly criticized the new logo, describing it as “generic”, “soul” and “soft”.
Some conservatives also criticized the new logo, saying that he took the classical and American sensation that has been so central to Cracker Barrel over the years.
Cracker Barrel's actions fell 7% on Thursday as criticism raised.
Cracker Barrel said Monday that, although the brand change has been in the headlines, its approach remains “in the kitchen and on its dish.”
In the statement, Cracker Barrel said that Uncle Herschel will still appear in the menu, as well as in road signs and in the field store.
“Not anywhere, it's family,” reads the statement.
The company also addressed criticism about decoration changes that have been implemented in some Cracker Barrel locations throughout the country, saying that its stores will still have “rocking chairs on the porch, a warm fire in the home, peg games on the table, unique treasures in our gift store and American vintage with antiques extracted directly from our warehouse in Lebanon, Tennessee “.
The restaurant chain reiterated to customers that their values have not changed.
“We know that we will not always do everything well the first time, but we will continue to try, learn and listen to our guests and employees,” said the restaurant. “At the end of the day, our promise is simple: you will always find comfort, community and hospitality in the field here in Cracker Barrel. Uncle Herschel would not have wanted it otherwise.”
