Cracker Barrel removed their much loved mascot from their logo earlier this week, sparking chaos for the chain.
The company has faced criticism for deciding to remove Uncle Herschel’s image, who was the real-life uncle of Cracker Barrel’s founder, Dan Evins.
In the old emblem, Herschel was shown sitting on a wooden chair in front of the eponymous barrel.
He is notably absent from the new logo, which features just the text of the brand name in a yellow hexagon.
His absence is being keenly felt by fans of the restaurant, who knew Herschel as a ‘goodwill ambassador to the public’, per the company website.
Herschel’s story is one that many Americans will recognize and is perhaps why he was chosen for the important role.
Herschel was a flour salesman for 32 years and traveled across the South to general stores.
‘After retiring, Herschel continued the tradition of being a good neighbor at every Cracker Barrel location,’ the company stated.
‘Throughout his career, he conveyed the core message of business success: treat others as you would like to be treated. He was recognized across Cracker Barrel for his true sincerity.’
Earlier this week, the company announced the removal of Uncle Herschel’s likeness from the logo. He was the uncle of the brand’s founder, Dan Evins, and used to appear on the logo.
The original logo depicted Herschel seated in front of the iconic barrel, while the updated logo now only displays the brand name within a yellow hexagon.
The rebrand has sparked a firestorm of opposition online, reopening a new front in the culture wars over legacy brands changing images.
An announcement decreed the new logo is, ‘Anchored in Cracker Barrel´s signature gold and brown tones’.
It added that its logo is ‘now rooted even more closely to the iconic barrel shape and word mark that started it all.’
According to Cracker Barrel, this latest look marks the brand’s ‘fifth evolution’ of its logo to date.
It was unveiled as part of a campaign from the company called ‘All the More,’ which also advertises some new fall menu items.
As people raged online, the company’s share price tanked, wiping tens of millions of dollars from its value.
President Donald Trump’s son Donald Jr even waded in on it, taking to X to demand to know, ‘WTF is wrong with Cracker barrel’.
A remark from the ‘Woke War Room’ criticized the chain, suggesting they had ‘abandoned a cherished American look in favor of impersonal, uninspired branding.’
In a statement to the Associated Press, the company said: ‘Our values haven´t changed, and the heart and soul of Cracker Barrel haven’t changed.’
The new Cracker Barrel logo is seen in a restaurant after it was unveiled earlier this week
President and CEO Julie Masino has become a target for those outraged over the change
It added that Uncle Herschel, ‘remains front and center in our restaurants and on our menu,’ as he represents ‘The Herschel Way’.
According to the company ‘The Herschel Way’ is ‘the foundation of how our 70,000 plus employees provide the country hospitality for which we are known.’
As the toxic response started to roll out earlier this week, President and CEO Julie Masino went on Good Morning America and defended the move.
She told the outlet: ‘People like what we’re doing. Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow.
‘The things that you love are still there. We need people to choose us, and we want people to choose us.’
She added that the top question Florida-based managers asked her during a recent meeting was ‘How can I get a remodel, when can I get a remodel and how do I get on the list?’
The new Cracker Barrel logo is displayed on Thursday, Aug. 21, 2025, in New York
As the rebrand was revealed the stock price started to fall
It comes after Daily Mail revealed that workers have took aim at Masino over slashing working hours and lowering food quality.
Staff vented over what they describe as poor management at the highest level of the company by airing their grievances on the employment review site Glass Door.
A crew member in Minnesota posted: ‘To the CEO Julie Masino, stop cutting our hours.
‘We are making less pay for more work when we are understaffed because you suck at bringing this dead company from its grave.
‘Stop lowering your food quality. No it is NOT a good idea to force your cooks to serve bacon that is over a day old. Bacon shouldn’t be saved overnight, believe it or not.’
One worker, who claims they are an Associate Manager at a branch in South Carolina, posted: ‘New leadership is driving the company down.
‘There is now nothing that makes Cracker Barrel any different from every other below-average restaurant chain.’
The company has yet to respond to the statements made by staff.
