The simple changing of a company logo shouldn’t be such a big thing.
But when the Lebanon, Tennessee-based Cracker Barrel restaurant chain last week decided to take on a new logo, it not only received complaints from customers across the country, but suffered a $94 million decline in its stock on Wall Street.
The company, which was launched in 1969 and currently has around 660 restaurants nationally, had a logo for decades that showed a man, popularly called “Uncle Herschel,” in overalls sitting on a wooden chair and leaning on a cracker barrel.
The logo, according to Cracker Barrel’s website, was designed to symbolize the “old country store experience where folks would gather around and share stories.”
According to the company’s narrative, Dan Evins, Cracker Barrel founder, wanted to “recreate the experience he loved in country stores from his childhood.” Crackers used to be delivered to such stores in barrels, with people gathering around them “to discuss the news of the day, like a water cooler.”
The new logo is part of a larger company effort called “All the More” to upgrade its overall look. In an announcement, Cracker Barrel said it was embracing “crave-worthy new and returning menu items, refreshed restaurant remodels,” along with an “enhanced brand look and feel.”
In March, the company said it planned to remodel up to 30 locations. “Known for its mismatched, cluttered décor,” observed USA Today, the “remodeled restaurants feature a cleaner look.”
Meanwhile, the new logo still features the company’s famous gold and brown colors but now shows only the restaurant’s name in brown lettering set off against a gold-colored background.
While online comments have criticized the new logo, Cracker Barrel, in a statement, said the response has been largely positive. “As with any change, we recognize that there may be a vocal minority who feel differently.”
Sarah Moore, chief marketing officer for Cracker Barrel, additionally issued a statement affirming that the company still believes in the “goodness of country hospitality,” while also adding that it was “bringing fresh energy” to its customer base.
Enjoying the chance to knock a rival, the restaurant chain Steak n’ Shake criticized the new Cracker Barrel logo, claiming, “Their goal is to just delete the personality altogether. Hence, the elimination of the ‘old-timer’ from the signage.”
Noting all the publicity that the logo change has sparked, Ad Age remarked that while some marketing experts “questioned why the brand would move away from its iconic symbols, others feel that the anger is overblown—and perhaps even works in Cracker Barrel’s favor.” Cracker Barrel has 14 locations in Arizona, five in Colorado, and four in New Mexico.
August 25, 2025
By Garry Boulard
Image of old logo
