Cracker Barrel sought to alleviate customer concerns on Monday by asserting that its fundamental values remain unchanged despite the backlash following its recent logo redesign and overall brand update.
The company assured in a statement that, irrespective of the new logo, its core values of “hard work, family, and scratch-cooked food made with care” are steadfast.
The statement acknowledged, “You’ve shown us that there was more we could do to communicate who we really are and what we continue to stand for,” emphasizing that Cracker Barrel will always be “a place where everyone feels at home, regardless of where you come from or where you’re headed.”
The previous week, Cracker Barrel introduced a fresh logo that omitted the image of a man lounging against a barrel and the phrase “Old Country Store.” The revamped logo instead showcases the company’s name with a color palette inspired by their scrambled eggs and biscuits.
This alteration is part of a broader “strategic transformation” designed to refresh the restaurant chain’s aesthetics, environments, menu, and retail selections. Although intended as an update, the announcement led to a roughly 10% drop in the company’s shares and sparked criticism, notably from conservative groups.
Donald Trump Jr., son of the former president, heightened the discussion by sharing a post on Wednesday suggesting the logo change aimed to eliminate American traditional elements from the brand and shift focus towards diversity, equity, and inclusion initiatives.
On Monday, the chain also shared an update on the man in the original logo, Uncle Herschel, who they said is still featured on menus, road signs and in stores.
“He’s not going anywhere — he’s family,” the company said in the statement.
Cracker Barrel said that its focus remains generous portions of food at fair prices and country hospitality. The refresh, it said, was so that the restaurant will be there for the next generation.
“That means showing up on new platforms and in new ways, but always with our heritage at the heart,” the company said.
“We know we won’t always get everything right the first time, but we’ll keep testing, learning, and listening to our guests and employees.”
