Cracker Barrel Shares Statement After Intense Backlash Over New Logo & Rebranding
Cracker Barrel is facing heated criticism after revealing a major rebrand. The restaurant chain recently introduced a new logo and design updates to its stores, leading to what many are now calling the Cracker Barrel rebrand controversy.
Cracker Barrel Updates Logo After Nearly 50 Years
For the first time in 48 years, the company unveiled a fresh logo. The modern design features Cracker Barrel’s name in bold script on a gold background. However, it no longer includes the familiar image of Uncle Herschel, who symbolized tradition and hospitality for decades.
Uncle Herschel, the real-life uncle of founder Dan Evins, was affectionately called “The Soul of Cracker Barrel.” His removal from the logo struck a nerve with longtime fans.
Why Fans Are Unhappy With the New Design
The logo reveal was part of a larger rebranding effort. Cracker Barrel has also been updating its restaurant interiors, moving away from the cozy, cabin-inspired décor to a modern farmhouse look.
Many patrons feel these changes strip away the nostalgia that made the restaurant special. For some, the combination of a new logo and redesigned interiors was the final straw, sparking vows to never dine there again.
Cracker Barrel Issues Official Statement
On August 25, 2025, Cracker Barrel addressed the controversy in an official statement. The company emphasized that while its look is evolving, its core values remain unchanged:
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Hard work
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Family traditions
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Scratch-made meals
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A welcoming atmosphere
They reassured fans that beloved features like rocking chairs, peg games, and the country store treasures would remain. They also confirmed that Uncle Herschel’s image will continue to appear on menus, road signs, and in shops.
The statement read in part:
“What has not changed, and what will never change, are the values this company was built on when Cracker Barrel first opened in 1969… a place where everyone feels at home.”
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Public Reactions to the Rebrand
Despite the response, many customers expressed frustration on social media. Reactions included:
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“We Millennials and younger generations love the nostalgia factor. Why remove it?”
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“Uncle Hershel is rolling in his barrel.”
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“Change is not always better. Put the logo back.”
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“The old décor was what made Cracker Barrel special.”
Some argued that in a fast-changing world, Cracker Barrel should remain a comforting constant, not follow trends.
What the Future Holds for Cracker Barrel
The Cracker Barrel rebrand controversy shows no signs of slowing. Yet, the company insists it is preparing for the next generation of families while holding onto its heritage.
Whether customers embrace the changes or resist them, the debate over Cracker Barrel’s new identity has become one of the biggest restaurant controversies of 2025.
