Cracker Barrel has backed down on one particular part of their controversial rebrand, saying they will keep the classic ‘Old-Timer’ in their logo following outcry from foodies.
In August 2025, Cracker Barrel shook up the internet by revamping its entire brand for the first time in 48 years, introducing a sterilized new appearance that did away with the old-school Americana decor covering its walls.
As part of this rebranding, Cracker Barrel also re-did its logo, removing the iconic ‘Old-Timer’ Uncle Hershel leaning against his barrel and replacing them with simple blocky text — nothing else.
This drastic change from the restaurant’s old-timey image rubbed foodies the wrong way, sparking a heated conversation on social media. At first, Cracker Barrel was sticking to its proverbial guns, saying that the changes were here to stay in a public statement.
However, it seems the heat has gotten too much for the brand to bear, as they pivoted on this decision just one day later.
Cracker Barrel brings back classic logo after backlash
As per Fox News, Cracker Barrel released a statement thanking customers for their feedback and confirmed that the logo with Uncle Hershel the ‘Old-Timer’ is returning.
“We thank your guests for sharing your voices and love for Cracker Barrel,” the chain told Fox Business. “We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain. 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.”
Thus far, the company has not spoken out about other aspects of its rebranding, including the changes to its restaurants’ interiors — but it looks like Uncle Herschel is here to stay.
Cracker Barrel’s ambitious rebrand had instantaneous consequences for its price on the stock market, which instantly tanked. However, that changed when US President Donald Trump urged the chain to return to its former style, something the company seems to have honored.
At present, the stock is shooting back up, although responses to Cracker Barrel’s sudden change of heart have been met with mixed reactions online.
“Not good enough. Now it’s time to fire your entire executive team and everyone involved in this rebranding,” one user said on X.
“Get rid of the Modern look in the stores too. It’s not just about the logo,” another suggested.
Another called it a “flip-flop” move, while others still congratulated the brand for returning to its roots.
