Cracker Barrel Scrambles After Logo Change Sparks Backlash, Loses $100 Million in Market Value

Cracker Barrel, once a proud symbol of Americana, is now facing serious blowback after a logo redesign stripped away the very imagery that defined the brand.

The Tennessee-based restaurant chain replaced its longtime logo—featuring a man in overalls leaning on a wooden barrel—with a stripped-down version that critics say erases tradition in favor of sterile, corporate modernism.

Conservative commentator Robby Starbuck blasted the move, telling Fox News the rebrand shifts the company from “old American nostalgia” to something “cold, dead, lifeless and modern.” He argued the decision reflects a corporate culture “infested with left-wing activists who are more interested in safe spaces, pronouns and virtue signaling than they are in their customers.”

The controversy hit Cracker Barrel’s bottom line fast. The company’s stock dropped nearly $100 million in market value Thursday, according to CBS.

Company Statement Attempts to Contain the Damage

In a lengthy Facebook post titled “A Promise to Our Guests,” Cracker Barrel tried to reassure customers that its core values remain intact.

“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. You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be,” the company said.

The company stressed that the food and atmosphere are not changing:

“What has not changed, and what will never change, are the values this company was built on when Cracker Barrel first opened in 1969: hard work, family, and scratch-cooked food made with care. A place where everyone feels at home, no matter where you’re from or where you’re headed.”

Cracker Barrel insisted its signature offerings—the fireplaces, rocking chairs, peg games, antiques, and country store—are here to stay.

Attempt to Reassure Fans of “Uncle Herschel”

The company also addressed the removal of the iconic figure from the logo, saying he is not gone for good.

“We love seeing how much you care about our ‘old timer.’ We love him too. Uncle Herschel will still be on our menu (welcome back Uncle Herschel’s Favorite Breakfast Platter), on our road signs, and featured in our country store. He’s not going anywhere—he’s family,” the statement said.

While conceding that “our logo and remodels may be making headlines,” Cracker Barrel insisted its focus remains on “serving generous portions of the food you crave at fair prices and doing it with the kind of country hospitality that brightens your days and creates lasting memories.”

Looking to the Future

Cracker Barrel framed the logo change as part of a broader effort to appeal to younger generations.

“We also want to be sure Cracker Barrel is here for the next generation of families, just as it has been for yours. That means showing up on new platforms and in new ways, but always with our heritage at the heart,” the company said.

The post ended with a pledge:

“We take that responsibility very seriously. 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. At the end of the day, our promise is simple: you’ll always find comfort, community, and country hospitality here at Cracker Barrel. Uncle Herschel wouldn’t have wanted it any other way.”

Despite these assurances, many longtime customers see the change as another company bowing to progressive cultural trends at the expense of tradition. Whether the backlash dies down—or the damage continues to grow—remains to be seen.