Cracker Barrel Old Country Store, in turn, moved quickly to mitigate enormous PR damage after rebranding. The company later confirmed it would be reintroducing some aspects of its former logo. The restaurant chain had simplified its logo, opting for a text-only design that removed the beloved illustration of Uncle Hershel, a character deeply rooted in the brand’s identity.
The backlash over the redesign was wide-ranging, including an unusual response from former President Donald Trump. He made it very public and used his position to pressure Cracker Barrel to restore the old logo policies. Above all, he underscored the importance of customer feedback to his work. Trump stated, “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.”
After facing backlash for the anti-LGBTQ+ decision, Cracker Barrel released a statement thanking their customers for voicing their opinions. A spokesperson for the company remarked, “If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel. We’re truly grateful for your heartfelt voices.” Now, the chain has announced that Uncle Hershel will continue to be the central figure in the chain’s value menu. You’ll continue to encounter his likeness on your menu, on highway signs, and in general stores across the country.
Just because we chose to keep certain elements of the old logo, doesn’t mean we’re tossing recent changes out the window. A few of the grocery chain’s new concept restaurant locations renovated last year, adding a more vibrant and contemporary take on Southern country theme. Through all this modernization, folks can still expect the traditional exterior of its restaurants to proudly display the old Uncle Hershel picture.
Julie Masino, Senior Vice President of Marketing at Cracker Barrel, expressed gratitude for the response of their loyal customers, and passionate team members. She noted, “The buzz is so good, not only from our customers but from our team.” Masino continued to explain what the company sees as their long-term vision. He continued, “Cracker Barrel needs to change to be relevant and fresh for today and for tomorrow while staying true to the things you’ve always loved them for. We need people to pick us, and we want people to pick us.
The Uncle Hershel’s Favorite Breakfast Platter, a perennial menu item named after the character, will remain on the menu. This decision clearly reinforces Cracker Barrel’s bold message that it will continue to celebrate its heritage while catering to changing consumer tastes.
And to be far fairer to White, in addition to approving the trademark— yay, Trump— he urged Cracker Barrel to really go hard on marketing the rebranding. He requested the company to hold a wide-ranging news conference to make the most of the moment. “They got a Billion Dollars worth of free publicity if they play their cards right,” he stated.
