TENNESSEE (WHNT) — Cracker Barrel is making a “promise” to prospects after its new brand sparked backlash from followers of the restaurant chain.
Final week, Cracker Barrel introduced that, as a part of an ongoing makeover, the chain’s new brand would ditch the eponymous barrel. Within the new trimmed-down brand, seen under, the old-timey look of the person with a barrel is gone, as are the phrases “Old Country Store.” As an alternative, the brand new emblem includes a less complicated design with simply “Cracker Barrel” written on a gold background. The form of the gold background and font have additionally been modified.
A Cracker Barrel location in Indianapolis is pictured in 2016. *OLD LOGO* (Getty Photos)
The brand new Cracker Barrel brand is displayed on Thursday, Aug. 21, 2025, in New York. (AP Picture/Wyatte Grantham-Philips)
The change had followers – together with President Donald Trump – livid. The corporate’s inventory additionally dropped by $94 million in sooner or later.
On Monday, the corporate launched an announcement with a “promise to our guests.”
“We’re truly grateful for your heartfelt voices. You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be,” Cracker Barrel wrote.
Cracker Barrel has been engaged on a wider rebrand for a while. Past the brand new brand, it has additionally began reworking its country-style eating places and retail shops. The corporate started ramping up this overhaul final yr by swapping out older, extra antique-filled designs with lighter paint and fashionable furnishings.
However Monday’s assertion emphasised that the 55-year-old restaurant’s core values and traditions have not modified. “The things people love most about our stores aren’t going anywhere: rocking chairs on the porch, a warm fire in the hearth, peg games on the table, unique treasures in our gift shop, and vintage Americana with antiques pulled straight from our warehouse in Lebanon, Tennessee.”
As for the “old timer” – a picture of the founder, Uncle Herschel – faraway from the emblem, Cracker Barrel mentioned he would nonetheless seem on the menu and elsewhere within the nation retailer.
Previous menu favorites, like meatloaf and nation fried steak, may even be sticking round, Cracker Barrel mentioned, “with a few new dishes joining the menu.”
“We know we won’t always get everything right the first time, but we’ll keep testing, learning, and listening to our guests and employees,” the assertion mentioned. “At the end of the day, our promise is simple: you’ll always find comfort, community, and country hospitality here at Cracker Barrel.”
Based in 1969, Cracker Barrel operates practically 660 places throughout the U.S. at the moment. In accordance with Cracker Barrel, this newest look marks the model’s “fifth evolution” of its brand so far.
The Related Press contributed to this report.
