More than a week after Cracker Barrel announced it was rebranding, the restaurant chain and country store has responded to backlash over the simplification of its logo.
The statement, posted on Aug. 25., acknowledges removing from its logo a man seated next to a wooden barrel. The restaurant names him in the statement as Uncle Herschel, the uncle of Cracker Barrel founder Dan Evins.
“If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel. We’re truly grateful for your heartfelt voices,” the company said. “You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be.”
Cracker Barrel’s new logo is a simplified version of its previous one, featuring the restaurant’s name in brown lettering against a golden yellow border. The restaurant clarified ‘Uncle Herschel’ will still appear in some imagery.
“We love seeing how much you care about our “old timer,” the response said. “We love him too. 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.”
Cracker Barrel’s statement emphasized “the values this company was built on,” including “hard work, family, and scratch-cooked food made with care.”
“While our logo and remodels may be making headlines, our bigger focus is still right where it belongs…in the kitchen and on your plate,” the statement said.
Cracker Barrel logo before and after
Cracker Barrel’s new logo is a simplified version of its previous one, featuring the restaurant’s name in brown lettering against a golden yellow border.
The new logo varies from the old version by removing the silhouette of a man seated next to a wooden barrel.
“Anchored in Cracker Barrel’s signature gold and brown tones, the updated visuals will appear across menus and marketing collateral, including the fifth evolution of the brand’s logo, which is now rooted even more closely to the iconic barrel shape and word mark that started it all,” the chain said in a news release.
Has Cracker Barrel’s stock dropped?
Cracker Barrel’s announcement on Aug. 19 didn’t attract national attention until late on Aug. 20, which is reflected in the company’s stock value.
When the market closed on Aug. 20, shares were valued at $59.02. However, they took a sharp turn midday on Aug. 21, with stock prices falling to $50.76 by midday. By the end of the trading day, the prices had recovered slightly to $54.80 a share.
Why are people upset with Cracker Barrel?
Cracker Barrel fans took to social media to share their opinion on its new logo, with some calling on the chain to change it back.
“The new rebrand took the feeling away,” one person wrote on Cracker Barrel’s Instagram. “Cold and sterile.”
Another said, “I’m feeling like this new logo is ruining my life.”
Some conservatives even suggested that the new logo is a political statement.
“WTF is wrong with @CrackerBarrel??!” Donald Trump Jr. said in response to a post on X that implied the logo may be motivated by diversity, equity and inclusion efforts.
What is a cracker barrel?
According to Cracker Barrel, the restaurant got its name from back when soda crackers were shipped to old country stores in large wooden barrels. The barrels would be used to prevent the crackers from breaking apart during the shipping process.
Country stores were a gathering place for many communities, Cracker Barrel writes, so when barrels were empty, they were used as makeshift tables.
Who is Uncle Herschel?
Uncle Herschel was Cracker Barrel Old Country Store’s founder Dan Evins’ real uncle, the younger brother of Evins’ mother.
According to the restaurant’s website, “he helped shape not only Cracker Barrel’s image but also its values” and was a “goodwill ambassador” to the public.
USA Today contributed to this story.
Natassia Paloma may be reached at npaloma@gannett.com, @NatassiaPaloma on Twitter; natassia_paloma on Instagram, and Natassia Paloma Thompson on Facebook.
This article originally appeared on El Paso Times: ‘We could’ve done a better job’ Cracker Barrel responds to rebrand, backlash over new logo
Reporting by Natassia Paloma, El Paso Times / El Paso Times
USA TODAY Network via Reuters Connect
