Cracker Barrel does a U-turn on its $700 million rebrand, after all
By Dee-ann Durbin
FILE - The Cracker Barrel Old Country Store logo in Pearl, Miss., is photographed, Sept. 12, 2023. (AP Photo/Rogelio V. Solis, File)
Cracker Barrel said late Tuesday it’s returning to its old logo after critics — including President Donald Trump — protested the company’s plan to modernize.
In a post on its website, Cracker Barrel said it will retain its old logo, which features an older man in overalls sitting next to a barrel and the words “Old Country Store.”
“We thank our guests for sharing your voices and love for Cracker Barrel,” the company said in a statement. “Our new logo is going away and our ‘Old Timer’ will remain.”
The tempest over the logo began last week, when the company announced plans for a simplified design featuring only the company’s name. Lebanon, Tennessee-based Cracker Barrel, which has 660 restaurants in 43 states, made the change as part of a wider plan to modernize its restaurants and appeal to younger customers.
The chain’s sales have been slipping as it faces growing competition from breakfast chains and others. In its 2024 fiscal year, Cracker Barrel’s same-store sales, or sales at locations open at least a year, dropped 0.1% despite a 4.9% increase in menu prices. Same-store retail sales at its shops fell 5.5%.
But many protested the change. On Monday, Cracker Barrel put out an apologetic statement, saying it “could have done a better job sharing 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.
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