Cracker Barrel announced late Tuesday that it would revert to its former logo after criticism, including from President Donald Trump, against the company’s proposed modernization.
On its website, Cracker Barrel confirmed it would keep its traditional logo, which depicts an older man in overalls beside a barrel with the words “Old Country Store.”
“We appreciate our guests for expressing your opinions and affection for Cracker Barrel,” stated the company. “The new logo will be discontinued, and the ‘Old Timer’ will stay.”
The controversy started last week when the company revealed plans for a more streamlined logo that featured just the company’s name. Based in Lebanon, Tennessee, Cracker Barrel has 660 restaurants across 43 states and intended the redesign as part of a broader strategy to modernize and attract younger patrons.
The chain has experienced a decline in sales amid intensified competition from breakfast chains and similar restaurants. During its 2024 fiscal year, Cracker Barrel’s same-store sales, measuring revenue at locations open for at least a year, dipped by 0.1% despite a 4.9% increase in menu prices. Its retail sales at stores fell by 5.5%.
However, the change met with much opposition. On Monday, Cracker Barrel issued a conciliatory statement, acknowledging it “should have communicated better about who we are and who we’ll always be.”
At that point, Cracker Barrel didn’t say it would change the logo, but said it would listen to its customers and keep many of the things they have come to love about the restaurant, like the rocking chairs on its front porches. The company said it would continue to honor Uncle Herschel — the older man in its logo, who represents the uncle of Cracker Barrel’s founder — on its menu and on items sold in its stores.
But the controversy continued. On Tuesday morning, Trump said via Truth Social that Cracker Barrel “should go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before.” Cracker Barrel’s shares rose after more than a week of declines.
By Tuesday evening, Cracker Barrel had made its decision and scrapped the new logo.
“At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family,” the company said. “As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon.”
Trump was among those celebrating the move.
“Good luck into the future. Make lots of money and, most importantly, make your customers happy again!” Trump said via Truth Social.
