Cracker Barrel Reverses Logo Decision Following Backlash and Issues Apology Statement

LEBANON, TENNESSEE - Cracker Barrel Old Country Store made headlines this week as the restaurant chain faced intense criticism over its new logo design, ultimately forcing the company to reverse course and return to its iconic imagery.

Logo Controversy Erupts

The controversy began on August 18, 2025, when Cracker Barrel unveiled a simplified, modernist logo featuring only the restaurant’s name in brown lettering with a golden yellow border. The new design eliminated the beloved image of an elderly man in overalls (known as “Uncle Herschel” or the “Old Timer”) sitting beside a barrel, as well as the traditional “Old Country Store” tagline that had been part of the brand’s identity since 1977.

The logo change was part of a broader $700 million rebranding initiative aimed at modernizing the chain’s traditionally cluttered, antique-filled restaurants with brighter paint and contemporary furnishings. This transformation was spearheaded by CEO Julie Felss Masino as part of her strategy to attract younger customers and reverse declining sales.

Immediate Public Backlash

The response was swift and overwhelmingly negative. Social media erupted with criticism from customers who viewed the change as an abandonment of the restaurant’s heritage and values. Conservative voices, including Donald Trump Jr., led much of the opposition, with some threatening boycotts unless the logo was reversed.

Even competitor Steak n’ Shake seized the opportunity to criticize the rebrand, calling it “a cheap effort to gain the approval of trend seekers” and stating that “Heritage is what got Cracker Barrel this far, and now the CEO wants to just scrape it all away”.

Financial Impact and Stock Decline

The backlash had immediate financial consequences. Cracker Barrel’s stock price plummeted more than 10% since the logo’s introduction on August 18, with the company losing an estimated $90 million to $200 million in market value. By some reports, the stock declined as much as 17% over the course of the month.

Initial Apology Attempt

On Monday, August 25, Cracker Barrel issued its first apology statement, acknowledging the criticism while initially standing by the new logo. The company stated: “If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel. We’re truly grateful for your heartfelt voices. You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be”.

However, this initial response was widely criticized as insufficient, with many customers calling it a “non-apology” that failed to address their core concerns.

Trump Weighs In

The controversy reached the highest levels of political discourse when former President Donald Trump weighed in via Truth Social on Tuesday morning. Trump urged Cracker Barrel 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”. He added that the company could benefit from “a Billion Dollars worth of free publicity” if handled correctly.

Complete Reversal Announced

Just hours after Trump’s comments, Cracker Barrel announced a complete reversal of its logo decision on Tuesday evening, August 27, 2025. In a statement posted on the company’s website and social media, the chain declared: “We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain”.

The statement continued: “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. As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon”.

Additional Website Changes

The logo reversal was not the only change made by the company. On August 28, 2025, Cracker Barrel quietly removed its dedicated Pride page and references to employee resource groups, including LGBTQ+ and Diversity, Equity, Inclusion and Belonging groups, from its website. A company spokesperson stated these changes reflected the removal of “outdated content” as part of broader brand work.

CEO Under Pressure

Following the reversal, CEO Julie Felss Masino has faced calls from conservative voices to resign. Pro-Trump influencer William Sarber commented that “the woke woman CEO must step down” for Cracker Barrel to win back customers. However, the company has not indicated any plans for leadership changes.

Market Response

Cracker Barrel’s stock showed modest gains following the logo reversal announcement, though the shares remained volatile. The company’s stock has lost more than half its value over the past five years as it has struggled to recover from pandemic-related challenges.

Looking Forward

The rapid reversal represents one of the quickest corporate about-faces in recent memory, occurring just eight days after the new logo was introduced. The incident highlights the ongoing tension between corporate modernization efforts and customer loyalty to traditional brand elements, particularly in businesses that rely heavily on nostalgia and heritage as core brand values.

Cracker Barrel now faces the challenge of moving forward with its broader transformation plans while maintaining the traditional elements that its core customer base values most highly.