Cracker Barrel returns to original logo after backlash
In response to the backlash, Cracker Barrel announced that it would be retiring its new logo and returning to its classic design.
Cracker Barrel’s CEO said the chain is working to rebuild customer trust after a logo controversy earlier this year caused sales to drop in the quarter.
During a quarterly earnings call with investors on Dec. 9, Cracker Barrel CEO Julie Fels Masino acknowledged that the past few months have been “difficult” for the chain.
“While many guests are enjoying the improved dining and guest experience, there is certainly still much work to do to regain the trust of guests who have been slow to return,” she said.
Cracker Barrel announced that its sales for the quarter ending Aug. 1 to Oct. 31 were down 5.7% compared to the same period last year.
The country store and restaurant chain faced backlash from many customers when it announced a rebrand in August that included a change to its so-called Oldtimer logo. A few days later, the company reversed course and announced that it would not change its logo after all.
Cracker Barrel is grappling with ‘brand reputation issues,’ CEO says
During an hour-long conference call with investors, Masino acknowledged that Cracker Barrel has recently faced “intense scrutiny of our brand.”
“We are grappling with a brand reputation issue that requires rebuilding trust with each and every guest,” she said.
The company is focused on returning to its roots by bringing guest favorite items back to the menu, including campfire meals, Uncle Hershel’s Breakfast, and chicken and rice. Masino said some behind-the-scenes staff, including managers, kitchen production staff and grill cooks, were also retrained in October on “core classic” recipes and holiday recipes.
“We have a little bit of a brand opportunity right now. We need to rebrand and rebuild trust, and we have a sales opportunity. So we’re working on both,” she said.
Cracker Barrel logo controversy: What happened?
On August 19th, Cracker Barrel unveiled a new, simplified logo. It continued with the company’s classic gold and brown color palette, but removed the figure of a man sitting next to a wooden barrel.
Some customers criticized the logo change as unattractive. President Donald Trump chimed in, writing in a post on Truth Social that the chain could get “free publicity” if it reverted to its old logo.
On August 26, the same day as President Trump’s first post, Cracker Barrel announced that it would be removing its new logo and reverting to “Old Timer.”
“Thank you to our guests for sharing their voices and love for Cracker Barrel. We said we would listen, and we did,” the company said in a statement. “Our new logo will be retired and ‘Oldtimer’ will remain.”
Cracker Barrel subsequently announced that it would not proceed with plans to remodel the restaurant to make it more modern, and ended its partnership with the company, which had provided advice on the logo and restaurant design.
Melina Khan is USA TODAY’s national trends reporter. Contact her at melina.khan@usatoday.com.
