Cracker Barrel has responded to the backlash over its new logo and rebranding, acknowledging that it “could’ve done a better job” sharing its brand identity. The restaurant chain said its focus remains on food and customer experience, while maintaining its commitment to American values and traditions.
The company’s decision to introduce a new logo removed the iconic image of Uncle Herschel, but kept the original colors inspired by eggs and biscuits. However, many customers have expressed disappointment with the design, calling it “generic,” “soulless,” and “bland.” Some conservatives also criticized the change, saying it lost the classic American feel that Cracker Barrel is known for.
Despite the criticism, Cracker Barrel’s shares fell only 7% on Thursday. In a statement, the company assured customers that Uncle Herschel will still be featured in its menu, road signs, and country stores. The restaurant chain also emphasized that its décor changes are intended to enhance the dining experience without sacrificing its heritage.
“We know we won’t always get everything right the first time,” Cracker Barrel said. “But we’ll keep testing, learning, and listening to our guests and employees.” The company reiterated its commitment to comfort, community, and country hospitality, assuring customers that Uncle Herschel’s legacy will live on.
Source: https://www.cnbc.com/2025/08/25/cracker-barrel-cbrl-backlash-logo-rebranding.html