Cracker Barrel is returning to its old logo after a week of criticism over a redesign that removed the restaurant chain’s ‘Old Timer’ character.
“We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain,” the company wrote on X.
Highlights
- Cracker Barrel reverted to its old logo after backlash over removing the ‘Old Timer’ character from the redesign.
- The new logo aimed to reflect diversity but sparked criticism, petitions, and accusations of being ‘woke.’
- The chain lost nearly $100 million in market value following the release of the new logo.
- President Donald Trump publicly criticized the redesign and celebrated the company’s decision to revert.
- Cracker Barrel’s updated peg game instructions aimed to be inclusive but included a noticeable misspelling.
U.S. President Donald Trump became the latest public figure to express criticism of Cracker Barrel’s new logo.
Cracker Barrel is returning to its old logo
Image credits: Paul Weaver/Getty Images
Cracker Barrel unveiled the new logo on August 19 as part of a broader rebranding effort.
The redesign simplified the font and removed the Old Timer, who traditionally sits leaning over a barrel. The new logo only featured the chain’s name.
Social media users quickly reacted, launching petitions and sharing posts calling the redesign “woke” and urging a return to the original logo.
The new logo was part of an ongoing effort to update its image.
“Rather than just showing one person, we wanted to feature lots of people,” the company said on its website about the new logo.
“The idea was to celebrate the diversity of all our guests with a logo that represented our continued passion for pleasing people of all races, colors, and genders,” it added.
Image credits: Cracker Barrel
The Tennessee-based Cracker Barrel has more than 650 locations in 44 states.
It lost nearly $100 million in market value after releasing 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.
“As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon,” the restaurant chain said on X, announcing the logo will stay the same.
Trump celebrated the news on Truth Social, saying, “Congratulations 'Cracker Barrel' on changing your logo back to what it was. All of your fans very much appreciate it. Good luck into the future. Make lots of money and, most importantly, make your customers happy again!”
Just yesterday, Trump criticized Cracker Barrel on it rebranding.
“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,” he wrote on X. “They got a Billion Dollars worth of free publicity if they play their cards right.”
The restaurant chain lost $100 million in market value after releasing the new logo
Cracker Barrel’s rebrand also included updates to store interiors, like white walls and fewer antiques. Some customers expressed disappointment with the new look.
But the chain has assured customers it is keeping core elements of its brand, Chief Marketing Officer Sarah Moore told Fox News Digital.
“None of that is going away. We’re just looking at ways to freshen up the experience so that we can open our door a bit wider for more guests. Things that make us truly who we are—that’s not changing,” she said.
Image credits: Jeffrey Greenberg/Getty Images
The company said signature rocking chairs and other country hospitality elements would remain. However, Cracker Barrel’s peg games recently came under scrutiny for altering the language.
The game, where the goal is to remove all pegs but one by jumping over them on the board, is popular for being on the restaurant’s tables.
“Leave only one - you’re a genius. Leave two and you’re purty smart. Leave three and you’re just plain dumb. Leave four or mor’n you’re just plain eg-no-ra-moose,” the original instructions said on the board.
The text now says, if you leave three or more, “Don't be embarassed [sic], try again!” Pictures of the board show “embarrassed” to have been misspelled, missing an ‘r’ in the middle.
Although Cracker Barrel has often promoted inclusivity, last year, the Cracker Barrel in Waldorf, Maryland, went viral after it refused service to a group of 11 students with disabilities and seven special education staff members who were with them.
Cracker Barrel apologized for the incident. “That we disappointed this group of students and teachers is unacceptable to us, and we sincerely apologize,” the company said in December.
However, while the company admitted that its staff did not follow protocol, it claimed that the students were not refused seating because of their disabilities.
“Our missteps earlier this week were unfortunate but were unrelated to the students' capabilities,” a statement said. “They were due to our inability to accommodate a party of 18 that arrived when we were facing unexpected staffing issues.”
Superintendent Maria Navarro said that Charles County Public Schools had notified Cracker Barrel of the planned visit.
“CCPS staff were reportedly told by restaurant staff that no reservations were necessary,” she said.
Many popular restaurant brands have rebranded and standardized their dining experiences
Image credits: Facebook
Moore added that changes to the stores and menu are “deeply rooted in who we are.”
Cracker Barrel follows other well-known brands that have redesigned their restaurants in recent times, often facing backlash over the changes.
“It’s just, how do we carry forward those things that have made us so beloved for the last 55 years? How do we set up for the next 55 years?” Moore added.