Cracker Barrel Reinstates “Uncle Herschel” Logo After Backlash

LEBANON, Tennessee - August 27, 2025 - Cracker Barrel Old Country Store announced today that it will restore its traditional logo featuring the figure known as “Uncle Herschel,” reversing a brief rebrand that removed the iconic image amid widespread criticism.

The company’s statement on its website read: “We thank our guests for sharing your voices and love for Cracker Barrel. Our new logo is going away and our ‘Old Timer’ will remain”.

Shares of Cracker Barrel initially fell following last week’s rollout of a simplified, text-only logo but rebounded after the decision to revert to the original design. President Donald Trump, who earlier this week weighed in on social media urging the chain to “go back to the old logo,” celebrated the reversal, writing: “Congratulations ‘Cracker Barrel’ on changing your logo back to what it was. All of your fans very much appreciate it”.

In addition, the White House joined the conversation by sharing a spoofed image on X depicting President Trump in place of Uncle Herschel, accompanied by the caption “Go woke, go broke”.

Cracker Barrel emphasized that the change has no impact on its menu or guest experience: “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,” the company said. The chain also confirmed that Uncle Herschel will continue to appear on menus, signage and in restaurant décor nationwide.

This swift reversal underscores the strength of customer loyalty to the brand’s heritage imagery and reinforces Cracker Barrel’s commitment to listening to guest feedback.