Cracker Barrel Reverts to “Old Timer” Logo After Backlash

Wednesday, August 27, 2025 - Cracker Barrel Old Country Store officially announced today that it is restoring its classic “Old Timer” logo, reinstating the familiar image of the man leaning against a barrel after a week of intense criticism.

In a statement issued this morning, the Tennessee-based restaurant chain affirmed, “We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain”. The decision ends a brief and controversial experiment to modernize the brand’s emblem by removing the iconic figure and barrel.

Shares of Cracker Barrel (NASDAQ: CBRL) rallied in early trading, up more than 5 percent, as investors welcomed the reversal following last week’s 8 percent slide when the simplified design was first unveiled.

Company executives attributed the retreat to overwhelming customer feedback. “The past few days have underscored how passionately people feel about Cracker Barrel,” the statement read. “We are grateful for your voices and love for our brand”.

The uproar drew national attention when former President Donald Trump took to Truth Social on Tuesday to urge the company to “go back to the old logo, admit a mistake based on customer response (the ultimate poll), and manage the company better than ever before,” predicting “a Billion Dollars worth of free publicity” if the change was reversed. Within hours, Cracker Barrel announced it would abandon the minimalist design introduced on August 19 and restore the 1977 image of “Uncle Herschel”.

Marketing experts say the rapid course correction highlights the risks of altering legacy brand imagery. “When you have symbolic currency like the ‘Old Timer,’ you never abandon it-you only double down,” said Kevin Dahlstrom, former CMO of several Fortune 500 firms.

Looking ahead, Cracker Barrel plans no further changes to its logo. The company reaffirmed that its commitment remains “serving delicious food, warm welcomes, and country hospitality that feels like family” at all 660 locations nationwide.