Cracker Barrel relents, says its old logo will return
[August 27, 2025] By
DEE-ANN DURBIN
Cracker Barrel said late Tuesday it's returning to its old logo after
critics — including President Donald Trump — protested the company's
plan to modernize.
In a post on its website, Cracker Barrel said it will retain its old
logo, which features an older man in overalls sitting next to a barrel
and the words “Old Country Store.”
“We thank our guests for sharing your voices and love for Cracker
Barrel,” the company said in a statement. “Our new logo is going away
and our ‘Old Timer’ will remain.”
The tempest over the logo began last week, when the company announced
plans for a simplified design featuring only the company's name.
Lebanon, Tennessee-based Cracker Barrel, which has 660 restaurants in 43
states, made the change as part of a wider plan to modernize its
restaurants and appeal to younger customers.
The chain's sales have been slipping as it faces growing competition
from breakfast chains and others. In its 2024 fiscal year, Cracker
Barrel's same-store sales, or sales at locations open at least a year,
dropped 0.1% despite a 4.9% increase in menu prices. Same-store retail
sales at its shops fell 5.5%.
But many protested the change. On Monday, Cracker Barrel put out an
apologetic statement, saying it "could have done a better job sharing
who we are and who we’ll always be.”
At that point, Cracker Barrel didn't say it would change the logo, but
said it would listen to its customers and keep many of the things they
have come to love about the restaurant, like the rocking chairs on its
front porches. The company said it would continue to honor Uncle
Herschel — the older man in its logo, who represents the uncle of
Cracker Barrel’s founder — on its menu and on items sold in its stores.
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The Cracker Barrel Old Country Store logo in Pearl, Miss., is
photographed, Sept. 12, 2023. (AP Photo/Rogelio V. Solis, File)
 But the controversy continued. On
Tuesday morning, Trump said via Truth Social that Cracker Barrel
“should go back to the old logo, admit a mistake based on customer
response (the ultimate Poll), and manage the company better than
ever before.” Cracker Barrel's shares rose after more than a week of
declines.
By Tuesday evening, Cracker Barrel had made its decision and
scrapped the new logo.
“At Cracker Barrel, it’s always been – and always will be – about
serving up delicious food, warm welcomes, and the kind of country
hospitality that feels like family,” the company said. "As a proud
American institution, our 70,000 hardworking employees look forward
to welcoming you to our table soon.”
Trump was among those celebrating the move.
“Good luck into the future. Make lots of money and, most
importantly, make your customers happy again!” Trump said via Truth
Social.
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