Cracker Barrel has served up a redesign of its iconic folksy logo as something minimalist and modern, but some customers – and Wall Street traders – are sending it back to the kitchen.
As USA Today reports, the 55-year-old restaurant and retail store chain, based in Lebanon, Tennessee, announced on Aug. 19 changes to its logo, menu, and diner decor in a campaign titled “All the More“. The redesign eliminates several familiar items, including images of “Uncle Herschel,” a farmer in overalls, and a cracker barrel itself, that have been part of the logo since 1977.
Logo changes sparked an online backlash from customers, some of whom mourned the loss of “Uncle Herschel” like a family member. Conservative groups accused the company of going “woke.” Wall Street traders also showed their disapproval. Cracker Barrel lost nearly $100 million in market value during trade on Aug. 21, although prices began to rebound on Aug. 22.
How did the Logo Change?
Old logo: A farmer-type person in overalls, known as “Uncle Herschel,” is seated on a rattan chair leaning against a soda cracker barrel. The words “Cracker Barrel” appear inside a space shaped like a pinto bean, an homage to one of the chain’s first side dishes.
New logo: The farmer, chair and cracker barrel are gone, along with the words “Old Country Store.” The “Cracker Barrel” typeface is more modern, and a stylized image of a barrel on its side replaces the pinto bean.
Unchanged: The new logo retains the color scheme of brown letters on a golden yellow background.
How has the Cracker Barrel logo changed over the years?
The “Uncle Herschel” character – also known as “the old-timer” – came from sketches during the logo’s redesign, which was meant to be nostalgic but not corny, according to the Daily Meal.
“Uncle Herschel” was a real person – Herschel McCartney, uncle of Cracker Barrel founder Dan Evins, was a goodwill ambassador for the company. But that’s not him on the logo. “The logo was created by Nashville designer Bill Holley on a napkin back in 1977 with the goal of creating a feeling of nostalgia with an old-timer wearing overalls,” according to Cracker Barrel Insider.
The logo that was introduced in 1977 has been modified over the years, but has remained essentially the same, with “Uncle Herschel” wearing overalls, sitting in a relaxed pose next to a large barrel – at least until now.
The Logo Everyone Grew Up With
As Spatula Desserts food writer Katalin Nagy points out, that old logo carried emotions and people’s love for decades, seeing that silhouetted figure against the barrel meant you were about to get some serious comfort food and that down-home feeling you can’t fake.
It was displayed on everything from highway signs to coffee mugs. The design told you exactly what to expect: real country cooking, rocking chairs on the porch, and that charm to keep you hooked while waiting for your biscuits.
Why The Change?
It came down to finances, of course. Cracker Barrel sales have declined in recent years. In Q2 2024, it reported a 4% decline in customer traffic and a 5% decline in retail sales. In Q3 2025, retail sales were down 3.8%.
This rebranding is part of their “All the More” campaign. Julie Masino, the new CEO, is behind this new change. She also mentioned that this new logo is a part of their plan to update the down-home menu as well. The “enhanced brand look” is intended to modernize the company’s brand, executives said. The intent includes moving its restaurants away from nostalgia-rich decor to something more contemporary and less cluttered. The logo change reflects that.
“We believe in the goodness of country hospitality, a spirit that has always defined us. Our story hasn’t changed. Our values haven’t changed,” said Sarah Moore, chief marketing officer of Cracker Barrel, in a statement. Masino says the brand is “not as relevant as we once were,” and she’s probably not wrong. The challenge is how to modernize without losing what made you special in the first place, which generations have loved.
With this significant shift and a menu update on the horizon, the company is attempting to attract younger customers who might otherwise drive past without giving Cracker Barrel a second thought. However, the problem is that the Cracker Barrel has garnered a loyal fan base for over years.
Fans React
The logo change is actually the tip of the iceberg. Earlier this summer, Cracker Barrel began removing all the antiques and altering the old, rustic vibe that had made the place stand out. Fans were so upset that they started a Change.org petition.
Gen Z, a big target market for the chnge, is not seeming particularly keen on the logo change, either: “A message from Gen Z: Absolutely no one was offended by the old logo. America wants one of its favorite logos back,” mentioned by one of the fans under their Instagram post.
Even a famous travel blogger, Chris Rodriguez from the United States, said, “Hear me out.. if you actually listen to your customers and change back the logo, it could be the greatest PR move of the century.”
What Happens Next?
According to Nagy, Cracker Barrel isn’t backing down. The new logo is already showing up online and in stores. They’re trying to soften the blow with promotions, but that won’t fix the fundamental problem.
“We believe in the goodness of country hospitality, a spirit that has always defined us. Our story hasn’t changed. Our values haven’t changed. With ‘All the More,’ we’re honoring our legacy while bringing fresh energy, thoughtful craftsmanship, and heartfelt hospitality to our guests this fall,” said Sarah Moore, Chief Marketing Officer of Cracker Barrel, in their latest press release.
The fall menu is rolling out as planned, and they partnered with country singer Jordan Davis for some promotional campaigns. It’s clear they’re committed to this new direction, regardless of customer complaints.
But will this new change pay off? That depends on whether Cracker Barrel can attract enough new customers to offset the ones it’s losing. The Cracker Barrel marketing team is hopeful that offering better food and a fresh look will eventually win people over. The problem is that “eventually” might be too late if they continue to lose loyal customers and market value.
Change isn’t always bad. Companies must evolve over time to remain competitive in the market. But there’s a difference between evolution and revolution, and Cracker Barrel might have jumped too far, too fast. The next few months will tell us whether Cracker Barrel’s huge change pays off or if they’ve made one of the costliest rebranding mistakes in recent memory.
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