Cracker Barrel, a 56-year-old US restaurant chain known for its southern-style cooking, has reversed course on its new minimalist logo just days after launching it amidst intense backlash from customers. The company announced the change in response to feedback, citing that its “heritage” and “country hospitality” are essential to its brand.
The revised decision comes after a week of criticism from fans who felt the new logo did not capture the essence of Cracker Barrel’s brand. Social media posts from Donald Trump and his son, as well as rival chain Steak n’ Shake, criticized the change, with some even threatening to boycott unless it was reversed.
In a statement on its website, Cracker Barrel emphasized that many aspects of its business remain unchanged, including the iconic rocking chairs on its front porches. However, the company acknowledged that it wants to attract a new generation of customers while maintaining its heritage.
The chain’s shares had dropped over 10% following the introduction of the new logo, but recovered in extended trading on Tuesday after the reversal. Cracker Barrel’s decision is the latest in a series of unexpected responses from retail chains that have faced backlash over their marketing efforts and branding changes.
Source: https://www.theguardian.com/us-news/2025/aug/26/cracker-barrel-logo-apology