Cracker Barrel Reverts to Classic Logo After Backlash
So, here’s the latest on a story that’s been making some waves recently. Cracker Barrel, the iconic Southern-themed restaurant chain, has decided to bring back its old logo after a big public backlash. Less than a week ago, the company unveiled a new logo that completely removed the image of a man sitting in a chair leaning against a barrel—something that fans had associated with Cracker Barrel for decades. Instead, the new design featured just the company’s name.
The move didn’t go over well. In fact, it was so controversial that the chain’s stock value reportedly took a dive, losing nearly $100 million almost immediately after the announcement. The backlash came from customers who felt a sense of nostalgia for the old logo, as well as from some conservative commentators who viewed the change as politically motivated. Even former President Donald Trump chimed in, calling for Cracker Barrel to return to the original logo. By Tuesday, the company announced it would do just that.
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Cracker Barrel posted on social media thanking its guests for sharing their opinions. They said, “We said we would listen, and we have. Our new logo is going away, and our ‘Old Timer’ will remain.” The original logo, created back in 1977 by designer Bill Holley, shows an older man wearing overalls leaning on a barrel—a symbol meant to evoke nostalgia, simplicity, and home-style cooking. According to branding experts, part of the backlash came from the fact that people associate Cracker Barrel with consistency and comfort. When the logo suddenly changed, it felt jarring to long-time fans.
The company explained that the new logo was intended to represent diversity and inclusivity by featuring more people rather than just one. But in practice, it seems that the original design was too beloved to replace. Even White House Deputy Chief of Staff Taylor Budowich noted that Cracker Barrel executives personally thanked former President Trump for weighing in, acknowledging the “ultimate poll” that was their customers’ response.
Interestingly, this incident comes at a time when Cracker Barrel’s growth has been slowing. In 2024, the chain reported revenue of about $3.5 billion—only slightly up from the previous year—and its net income dropped significantly from $99 million in 2023 to $40.9 million. While the new logo was part of an effort to modernize the brand and its menu, it’s clear that sometimes, nostalgia wins out.
So, as of now, the classic “Old Timer” logo is officially back in place, and for many fans, that’s exactly where it belongs.
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