Cracker Barrel Suspends Remodels Following Logo Redesign Controversy
Cracker Barrel has announced a halt to all planned restaurant remodels after facing significant backlash over its recent logo redesign and modernized store concept. The company had introduced a new logo in late August, which removed the iconic “Uncle Herschel” character and the words “Old Country Store” in favor of a sleeker design. This shift triggered widespread criticism on social media and drew comments from former President Donald Trump, who labeled the change “a mistake” on his Truth Social platform.
In addition to the logo update, Cracker Barrel was testing a contemporary store layout in four of its 660 locations as part of a broader strategic transformation plan launched in 2024. The plan aimed to evolve the store and guest experience, with intentions to remodel 25 to 30 restaurants during fiscal 2025. However, customer feedback has prompted the company to suspend all remodel efforts.
“We heard clearly that the modern remodel design does not reflect what you love about Cracker Barrel,” the company said in a statement. “The vintage Americana you love will always be here — the rocking chairs on the porch, our fireplaces and peg games, unique treasures in our gift shop and antiques pulled straight from our warehouse in Lebanon, Tennessee.”
Following the backlash, Cracker Barrel reverted to its original logo within a week of unveiling the new design, a move that boosted its shares by more than 8% in a single day. While the company is pausing remodels, it affirmed its ongoing commitment to maintaining and investing in its restaurants to meet customer expectations.
Cracker Barrel’s experience reflects a broader trend where companies face resistance when implementing significant changes to well-established brand identities.
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Cracker Barrel’s decision to suspend remodels and revert to its classic branding is likely to stabilize customer sentiment and protect its core customer base, which values the traditional Americana experience. The swift reversal following public backlash, including from high-profile figures, demonstrates the risks companies face when altering iconic brand elements. Investors should monitor how Cracker Barrel balances modernization efforts with customer expectations going forward, as any future changes may reignite controversy.
Impact: positive
