Cracker Barrel announces new logo for mixing reactions
Known for its nostalgic charm, national restaurants and country stores have recently launched a simplified design that drops the image of a man sitting beside a wooden barrel. Some are not satisfied.
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The cracker barrel has returned to the “old timer” logo after fitting criticism of recent branding changes.
The restaurant chain confirmed in a statement to USA Today on August 26th that its “new logo has disappeared.”
The announcement comes a week after Country Store unveiled its new, simplified logo. Many customers quickly condemned the change and even urged a response from President Donald Trump.
Let’s take a look at how the controversial logo change (and back) unfolded.
August 19: Cracker Barrel reveals new logo
Cracker Barrel unveiled a new simplified logo on August 19th with the launch of a fall menu campaign called “All The More.” The logo still featured the company’s classic gold and brown palette, but removed the man sitting next to a wooden barrel.
What was clear was filled with strong opinions online.
“The new brand has taken away the senses,” one person wrote on Cracker Barrel’s Instagram. “It’s cold and barren.”
And some conservatives have suggested that the new logo is political.
“Wtf is wrong @crackerbarrel ??!?” Donald Trump Jr. responded to X’s post, saying the logo could be motivated by diversity, fairness and inclusive efforts.
August 21: Company stocks fall nearly $10 a day
The announcement of the cracker barrel on August 19th did not attract public attention until late August 20th.
Many were disappointed by the changes that were reflected in the company’s stock price in the days following the announcement. The chain’s stock price fell nearly $10 in one day.
When the market closed on August 20th, the stock was valued at $59.02. However, they had a sharp turn at noon on August 21st, with the stock price falling to $50.76 by noon.
By the end of the trading day on August 21st, the price had been recovered slightly to $54.80 per share.
August 25: Cracker Barrel issues a statement dealing with the repulsion of the logo
In an answer on the website on August 25th, Cracker Barrel admitted that many customers were not happy with the new logo, but were still standing on the changes.
“If the last few days show us something, it’s just how deeply people care about the barrel of crackers. We’re really grateful for your sincere voice,” the company said. “You also showed us that we could do a better job of who we are and who we are all the time.”
Cracker Barrel also said in a statement Uncle Herschel, the uncle of Dan Evins, the founder of Cracker Barrel, in a statement that the iconic man will still appear on menus, road signs and country stores.
Some customers believed Uncle Herschel was the man with the old logo, but the Cracker Barrel website previously said that the man represents the brand’s values rather than a single person’s representative. Uncle Herschel is called “The Spirit of Cracker Barrels” on his website.
August 26: Trump says cracker barrels should “return to the old logo”
President Donald Trump advised restaurant chains to go back to their old logos with posts about true social.
“The cracker barrel needs to go back to its old logo and acknowledge mistakes based on customer response (the ultimate poll) and manage the company more than ever,” Trump said.
He also suggested that if the cracker barrel returns to the old logo, he could win “free promotions.”
“They got $1 billion worth of free advertising if they played their cards correctly. It’s a very difficult, but a great opportunity. Put out a massive press conference today. We’ll make the cracker barrel a winner again.”
After the president’s comments, the White House X account quickly weighed on the controversy with Trump leaning against the barrel’s improved logo.
“I wake up and go to break,” the post said.
August 26: Cracker barrel says it will return to the old logo
A few hours after Trump’s post, In a statement to USA Today, Cracker Barrel said it had removed the highly critical new logo and was back to the “old timer.”
“We share your voice and thank our guests for their love for cracker barrels. We said we would listen,” the statement said. “Our new logo is gone, and the ‘old timer’ remains. ”
Customers praised the decision on social media, and some also called on the chain to reverse courses in their renovation plans.
“Thank you! Don’t change the decorations. Once that’s changed, take it back. Focus on improving the quality of the food and rewarding the staff. It’s like going to Grandma’s stuff, and these days you need that comfort.”
Trump also praised the company’s reversal in the true social post.
“All your fans are very grateful,” he wrote. “Good luck for the future. Earn lots of money and most importantly, make our customers happy again!”
USA Today asked Cracker Barrel if Trump’s comments had an impact on the decision, but was not immediately responded.
Contributors: James Powell, Jordan Green, Sarah Chernikov, USA Today Network
Melina Kahn is a national trending reporter for USA Today. She can be contacted at melina.khan@usatoday.com.
