Cracker Barrel Drops New Logo After Customer Backlash
U.S. restaurant chain Cracker Barrel has scrapped its recently unveiled logo after widespread criticism from customers and even political figures.
The company confirmed the reversal in a statement on social media, saying it had listened to feedback and would keep its traditional “Old Timer” logo. “We thank our guests for sharing your voices and love for Cracker Barrel,” the post read. “Our new logo is going away and our ‘Old Timer’ will remain.”
The controversy began earlier this month when Cracker Barrel introduced a modernized emblem as part of a rebranding effort launched on August 19. The updated logo dropped the familiar image of a man sitting beside a barrel—an icon closely tied to the brand’s Southern heritage—in favor of a minimalist text design.
The change sparked backlash from loyal customers who accused the chain of abandoning its identity. Among the critics was former U.S. President Donald Trump, who praised the company’s decision to revert. “Congratulations ‘Cracker Barrel’ on changing your logo back to what it was. All of your fans very much appreciate it,” Trump wrote, adding that the controversy had given the chain “a billion dollars worth of free publicity.”
Branding experts also questioned the move. David Johnson, CEO of Strategic Vision PR Group, described the rebrand as a “flop,” arguing that the company had ignored the nostalgic appeal at the heart of its customer experience.
Investor reaction mirrored the backlash: shares in Cracker Barrel fell by about 7% following the unveiling of the logo.
Cracker Barrel, which opened its first restaurant in Lebanon, Tennessee in 1969, now operates more than 600 locations nationwide. Known for its country-style menu and trademark rocking-chair porches, the chain emphasized that it remains committed to the traditions that made it popular.
“As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon,” the company said.
