Cracker Barrel Reinstates Beloved “Old Timer” Logo Following Backlash

August 27, 2025

In response to widespread customer outcry, Cracker Barrel Old Country Store announced today that it will discontinue its recently unveiled minimalist logo and restore the classic “Old Timer” figure to all restaurant signage, including digital “near me” listings. The company’s decision comes just days after critics-ranging from devoted patrons to prominent political figures-decried the removal of the iconic elderly gentleman leaning against a barrel as erasing the brand’s heritage.

Cracker Barrel CEO Julie Felss Masino issued a statement emphasizing the chain’s commitment to listening to its guests. “We appreciate our customers for voicing their affection for Cracker Barrel,” Masino said. “Our new logo will be retired immediately, and Uncle Herschel-the heart of our brand-will continue to welcome guests both in-store and online.”

The rapid reversal followed a groundswell of criticism on social media and conservative platforms, where detractors accused the chain of adopting a “soulless” and “woke” aesthetic. Former President Donald Trump weighed in on Truth Social, urging the company to “admit the mistake” and restore the original imagery-a move he hailed as a savvy business strategy that earned “a billion dollars worth of free publicity.”

Financial markets reacted swiftly to the announcement. Cracker Barrel’s stock (CBRL) surged by over 6% in today’s trading session, recouping much of the losses it suffered after unveiling the new design on August 18. Analysts estimate the initial rebranding misstep cost the company nearly $100 million in market value.

Branding experts have weighed in on the controversy, noting that tampering with deeply ingrained brand symbols can alienate long-standing customers. “Legacy brands must honor their emotional connections,” remarked David E. Johnson, CEO of Strategic Vision PR Group. “Cracker Barrel’s attempt at modernization overlooked the powerful symbolic currency of its original logo.”

Moving forward, Cracker Barrel plans to involve external branding consultants and engage more extensively with its customer base before implementing significant design changes. The company affirmed that while its visual identity will revert to tradition, its menu innovations and store remodels will continue unabated. For diners searching “Cracker Barrel near me” online, the restored logo and store hours will be updated across all mapping and reservations platforms by the end of the day.