Cracker Barrel’s attempt at an apology for its recent rebrand has been met with widespread criticism from customers, who feel that the company is not taking responsibility for ditching its beloved Uncle Herschel mascot and traditional decor. The chain’s new look features white paint, fewer decorations, and brighter lighting, which many see as soulless and “woke.”
The company’s CEO, Julie Felss Masino, claimed that the rebrand is focused on improving the dining experience, but customers are skeptical. “You kicked Uncle Herschel to the curb,” one user wrote. “Now you are paying the price.” Another commenter said that the restaurant’s attempt to assuage customers by promising to keep some of its old features is a “half-hearted effort.”
The rebrand has already sparked significant backlash, with the company’s stock plummeting 17% over the past month. Critics argue that the changes are a sign of the chain’s irrelevance in today’s market. However, Cracker Barrel insists that it will continue to test and learn from its customers.
Despite the criticism, the company is sticking to its guns, claiming that it will keep some of its old favorites, such as rocking chairs on porches and peg games at tables. But many customers remain unconvinced, arguing that the changes are a sign of a larger problem with the company’s food quality and service. “The restaurant is failing because YOUR FOOD QUALITY and SERVICE HAS SLIPPED HUGELY!” one commenter wrote.
The controversy surrounding Cracker Barrel’s rebrand serves as a reminder of the power of customer feedback in shaping a brand’s identity and direction. As the chain looks to revamp its restaurants, it will need to carefully consider the opinions of those who matter most: its customers.
Source: https://nypost.com/2025/08/25/business/cracker-barrel-ripped-as-it-half-apologizes-for-lame-rebrand