Cracker Barrel, the beloved American restaurant chain known for its Southern-style comfort food and nostalgic atmosphere, recently faced a wave of criticism after unveiling a new logo. The updated design, introduced on August 19, 2025, replaced the iconic “Old Timer” figure—a man sitting in a chair leaning against a barrel, affectionately known as Uncle Herschel—with a simplified, text-only emblem featuring the chain’s name. The change sparked accusations that the company was abandoning its traditional roots, prompting a swift reversal.
The backlash was immediate and vocal, with customers and public figures expressing disappointment over the modernized logo. Former President Donald Trump was among those who criticized the rebrand, urging Cracker Barrel to restore the original logo. In a social media post, he called the customer response “the ultimate poll” and suggested the controversy could be turned into “a Billion Dollars worth of free publicity” if handled well. Following the company’s decision to revert to the old logo, Trump congratulated Cracker Barrel, stating, “All of your fans very much appreciate it.”
David Johnson, CEO of Strategic Vision PR Group, described the rebrand as a “flop” in an interview with CBS. He argued that the new logo failed to reflect the “southern, whimsical atmosphere” that defines Cracker Barrel’s brand identity. The controversy also impacted the company financially, with shares dropping by approximately 7% after the announcement.
On Thursday evening, Cracker Barrel announced the reversal on social media, stating, “We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain.” The company emphasized its commitment to its core values, saying, “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 logo controversy coincided with broader changes at Cracker Barrel, including a redesign of several restaurant locations. These updates introduced a brighter, more contemporary Southern country theme, featuring new seating, lighting, and bookcases while retaining signature elements like stone fireplaces and taxidermy deer heads. Although Cracker Barrel CEO Julie Masino previously told Good Morning America that feedback on the redesigned locations was “overwhelmingly positive,” the logo change drew significant criticism. Some social media users questioned whether the modern design signaled a departure from the chain’s traditional charm.
Cracker Barrel, founded in 1969 in Lebanon, Tennessee, operates over 600 locations across the United States. Known for its front porches with rocking chairs, gift shops, and Southern dishes like mashed potatoes and macaroni and cheese, the chain has long been a symbol of American hospitality. In response to the backlash, the company issued a statement on its website, acknowledging the public’s passion: “If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel. We’re truly grateful for your heartfelt voices.” The statement also reassured fans that Uncle Herschel remains a key part of the brand, appearing on menus, road signs, and in stores.
The swift reversal highlights the power of customer feedback in shaping corporate decisions. By listening to its loyal fanbase, Cracker Barrel reaffirmed its commitment to its heritage, ensuring that the “Old Timer” will continue to symbolize its nostalgic, family-oriented identity.