Cracker Barrel Reverts to “Old Timer” Logo After Widespread Backlash

LEBANON, Tenn. (Aug. 26, 2025) - Cracker Barrel Old Country Store announced today that it will retire the new, streamlined logo unveiled on August 19 and reinstate its long-standing “Old Timer” emblem in response to intense customer and political criticism. The decision comes just one week after the casual-dining chain introduced a minimalist design that omitted the signature image of an elderly man leaning against a barrel and the words “Old Country Store.”

“In gratitude to our patrons for voicing your opinions and affection for Cracker Barrel, we acknowledge that we listened,” the company said in a statement shared with USA TODAY. “The new logo will be retired, and our ‘Old Timer’ will continue.”

Cracker Barrel’s attempt to modernize its visual identity was part of a broader rebranding effort tied to a fall menu launch and restaurant refurbishments. However, the redesign sparked an immediate outcry on social media, with some customers calling the updated logo “generic” and “soulless.” Conservative figures, including President Donald Trump, also weighed in, further amplifying the controversy.

Prior to reverting its logo, Cracker Barrel had issued an apology on August 25, acknowledging that “we could have communicated more effectively about our identity and our enduring values,” while affirming its commitment to family traditions and scratch-made meals. Following that apology, company executives monitored feedback across digital platforms and found that calls to restore the beloved icon far outweighed support for the new look.

Cracker Barrel emphasized that although the logo is changing back, none of the chain’s core offerings or décor-such as rocking chairs on the front porch and vintage Americana furnishings-will be altered. “Our focus remains where it truly belongs… in the kitchen and on your plate,” the statement read.

This story is developing.