Cracker Barrel offers a minimalist and modern redesign of its iconic fork logo, but some customers and Wall Street traders have sent it back into the kitchen.
The 55-year-old restaurant and retail chain based in Lebanon, Tennessee announced changes to logo, menu and diner decorations on August 19th in a campaign titled “All the More.” The redesign eliminates several familiar items, including the “Uncle Herschel,” which has been part of the logo since 1977, the farmer in overalls, and the images of the cracker barrel itself.
The change in the logo caused an online backlash from customers. Some of them lamented the loss of “Uncle Herschel” like family. The conservative group accused the company of “waking up.”
Wall Street traders also disapproved. Cracker Barrel lost nearly $100 million in market value during trading on August 21. Prices began to recover on August 22nd.
How did you change the logo for the cracker barrel?
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Old logo: The farmer-type man in overalls known as the “Uncle Herschel” sits in a rattan chair leaning against a soda cracker barrel. The word “cracker barrel” appears in the universe, shaped like a picto bean. This pays homage to one of the chain’s first side dishes.
New logo: Farmers, chairs and cracker barrels are gone with the term “old country store.” The “cracker barrel” typeface is more modern, with the stylized image of the barrel on its side replaced by a focus bean.
Not changed: New logo holds a brown lettering color scheme on a yellow yellow background.
Why did the cracker barrel change its logo?
Sales of cracker barrels have been declining in recent years. In the second quarter of 2024, customer traffic declined by 4% and retail sales fell by 5%. Retail sales fell 3.8% in the third quarter of 2025.
The “enhanced brand look” is intended to modernize the company’s brand, executives said. This intent includes moving the restaurant from a rich decor of nostalgia to something more modern and less messy. The change to the logo reflects that.
“We believe in the country hospitality, the spirit that always defines us. Our stories have not changed. Our values have not changed,” said Sarah Moore, chief marketing officer at Cracker Barrel, in a statement.
How has the cracker barrel logo changed over the years?
The character of “Uncle Herschel,” also known as the “Old Timer,” came from the sketch during the logo’s redesign, according to her daily diet.
“Uncle Herschel” was a real person. Herschel McCartney, the uncle of Dan Evins, the founder of Cracker Barrels, was the company’s well-intentioned ambassador. But that’s not his logo.
“The logo was created with napkins by napkin Bill Holly in 1977, and was aimed at creating nostalgia in overalls wearing old timers,” according to Cracker Barrel Insider.
The logo, introduced in 1977, has been changed over the years, but remains essentially the same.
Where is the Cracker Barrel Restaurant located?
Why do businesses change their logos?
According to dwplacesolutions.com, companies change their logos for a variety of purposes. Here’s the reason:
Brand identity.
I avoid being outdated.
Transparency across digital platforms.
Rebranding after the crisis.
Contributed by USA Today and Melina Khan. Diana Leiba, Tennessee
Source USA Today Network Report and Research. Reuters; CrackerBarrel.com
