A brand rebrand not going so nicely will not be unusual — simply ask Jaguar, or GAP, or Fb within the aughts. Now, Cracker Barrel is in the course of a viral controversy over its newest redesign. Final week, the corporate unveiled a brand new brand with a cleaner-looking font that eliminated the outdated man and the barrel from the design. The phrase “Outdated Nation Retailer” was additionally eliminated. It is Cracker Barrel’s fifth rebrand in its 56-year historical past.
Naturally, social media has not been form concerning the rebrand, and everybody has appeared to weigh in, from President Donald Trump to rival eating places like Steak ‘n Shake.
Nonetheless, Cracker Barrel is staying the course. On its web site on Monday, the restaurant chain issued an announcement that stated: “You’ve got proven us that we might’ve finished a greater job sharing who we’re and who we’ll at all times be.”
Associated: Struggling to Clarify What You Promote? This Beverage Model Was Too — Till It Tried This 4-Step Repair
The brand new brand. Cracker Barrel
The corporate famous that the “brand and remodels could also be making headlines,” however many issues aren’t going away, together with “rocking chairs on the porch, a heat hearth within the fireside, peg video games on the desk, distinctive treasures in our reward store, and classic Americana with antiques pulled straight from our warehouse in Lebanon, Tennessee.”
“If the previous few days have proven us something, it is how deeply folks care about Cracker Barrel,” the assertion stated. “We’re really grateful in your heartfelt voices.”
The “outdated timer,” Uncle Herschel, nevertheless, is perhaps gone from the emblem for good, however he is “not going wherever — he is household,” the assertion stated. “He’ll nonetheless be on our menu (welcome again Uncle Herschel’s Favourite Breakfast Platter), on our highway indicators, and featured in our nation retailer.”
A Cracker Barrel restaurant, that includes the corporate’s outdated brand, in Sterling, Virginia, US, on Tuesday, Aug. 26, 2025. Al Drago/Bloomberg | Getty Photos
Associated: Gwyneth Paltrow Closes the Loop on the Astronomer, Coldplay Live performance Scandal
The change was a part of a wider, forward-facing firm replace.
Cracker Barrel has up to date the inside of lots of its eating places, which beforehand displayed antiques in a maximalist design, and now options extra impartial paint colours and fashionable furnishings. An organization consultant informed Nation Residing final yr that 25-30 shops could be getting the refresh.
“We additionally wish to ensure Cracker Barrel is right here for the following era of households, simply because it has been for yours,” the assertion continued. “Which means displaying up on new platforms and in new methods, however at all times with our heritage on the coronary heart. We take that duty very significantly. We all know we can’t at all times get all the things proper the primary time, however we’ll maintain testing, studying, and listening to our friends and staff.”
A brand rebrand not going so nicely will not be unusual — simply ask Jaguar, or GAP, or Fb within the aughts. Now, Cracker Barrel is in the course of a viral controversy over its newest redesign. Final week, the corporate unveiled a brand new brand with a cleaner-looking font that eliminated the outdated man and the barrel from the design. The phrase “Outdated Nation Retailer” was additionally eliminated. It is Cracker Barrel’s fifth rebrand in its 56-year historical past.
Naturally, social media has not been form concerning the rebrand, and everybody has appeared to weigh in, from President Donald Trump to rival eating places like Steak ‘n Shake.
Nonetheless, Cracker Barrel is staying the course. On its web site on Monday, the restaurant chain issued an announcement that stated: “You’ve got proven us that we might’ve finished a greater job sharing who we’re and who we’ll at all times be.”
The remainder of this text is locked.
Be a part of Entrepreneur+ immediately for entry.
