Uncle Herschel Is Back
Cracker Barrel has decided to put Uncle Herschel back where traditionalists want him. One week after debuting a new, simplified logo, the restaurant chain has confirmed that it will restore the popular “Old Timer” logo. The reversal comes after in response to a wave of criticism. In a statement on X, the company wrote: “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. 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.”
Cracker Barrel had introduced the new logo, removing the man resting on a barrel and leaving only the name of the restaurant serving southern-style comfort food. The new design marked the first time in nearly half a century that the logo only features text. The Old Country Store opened in 1969 with a text-only logo before adding the iconic image of Uncle Herschel or “the old-timer” sitting against a barrel in 1977. The phrase “Old Country Store” has been removed as well.
“Anchored in Cracker Barrel’s signature gold and brown tones, the updated visuals will appear across menus and marketing collateral, including the fifth evolution of the brand’s logo, which is now rooted even more closely to the iconic barrel shape and word mark that started it all,” the company said in its announcement. The brand also said popular menu items like scrambled eggs and buttermilk biscuits even served as an inspiration behind “hues of a refreshed color palette.” The new logo was revealed as part of the company’s “All the More” campaign that also includes new menu offerings and a collaboration with a country music singer Jordan Davis who starred in a new commercial for the company. The new look is intended to modernize the company’s brand, executives said. The intent includes moving its restaurants away from nostalgia-rich decor to something more contemporary and less cluttered.
Backlash to the recent move was swift, with criticism, starting with conservative figures online, being directed at the brand. The essence of the critique: management is abandoning the classic Americana feel that is central to the Southern, whimsical, home-cooking heritage of the brand and, in so doing, is disrespecting loyal consumers. Byron Donalds, a Republican representative for Florida and candidate for governor, wrote on X, “No one asked for this woke rebrand. It’s time to Make Cracker Barrel Great Again.” The value of Cracker Barrel stock, as of this writing, is down more than $100 million dollars or roughly 7 percent. Economics reporter Charles Gasparino asserted that it is the latest example for corporate America of “Go Woke, Go Broke,” also the title of his best selling book.
Carreen Winters, president of reputation at MikeWorldWide, told CBS MoneyWatch: “It’s very hard to be a brand for everybody today because we are so polarized, and people look at things through a political lens even if there is no political intent. When you are a legacy brand, it’s really important to understand who your core is, and to not do anything to alienate them while cultivating your future or next generation customer.”
In a statement during the controversy, Cracker Barrel officials wrote: “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. You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be … Uncle Herschel remains front and center in our restaurants and on our menu …Our values haven’t changed.” They added: “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 restaurant said. “At the end of the day, our promise is simple: you’ll always find comfort, community, and country hospitality here at Cracker Barrel. Uncle Herschel wouldn’t have wanted it any other way.” As for Uncle Herschel, the statement reads: “He’s not going anywhere — he’s family.”
