Cracker Barrel Is Sticking with Its Rebranded Brand, Design

[ad_1] A emblem rebrand not going so effectively will not be unusual — simply ask Jaguar, or GAP, or Fb within the aughts. Now, Cracker Barrel is in the course of a viral controversy over its newest redesign. Final week, the corporate unveiled a brand new emblem with a cleaner-looking font that eliminated the outdated man and the barrel from the design. The phrase "Outdated Nation Retailer" was additionally eliminated. It is Cracker Barrel's fifth rebrand in its 56-year historical past.

Naturally, social media has not been variety concerning the rebrand, and everybody has appeared to weigh in, from President Donald Trump to rival eating places like Steak 'n Shake.

Nonetheless, Cracker Barrel is staying the course. On its web site on Monday, the restaurant chain issued a press release that mentioned: "You've got proven us that we may've executed a greater job sharing who we're and who we'll all the time be."

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The brand new emblem. Cracker Barrel

The corporate famous that the "emblem and remodels could also be making headlines," however many issues aren't going away, together with "rocking chairs on the porch, a heat fireplace within the fireside, peg video games on the desk, distinctive treasures in our present store, and classic Americana with antiques pulled straight from our warehouse in Lebanon, Tennessee."

"If the previous few days have proven us something, it is how deeply individuals care about Cracker Barrel," the assertion mentioned. "We're actually grateful to your heartfelt voices."

The "outdated timer," Uncle Herschel, nevertheless, is perhaps gone from the brand for good, however he is "not going wherever — he is household," the assertion mentioned. "He'll nonetheless be on our menu (welcome again Uncle Herschel's Favourite Breakfast Platter), on our street indicators, and featured in our nation retailer."

A Cracker Barrel restaurant, that includes the corporate's outdated emblem, in Sterling, Virginia, US, on Tuesday, Aug. 26, 2025. Al Drago/Bloomberg | Getty Pictures

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The change was a part of a wider, forward-facing firm replace.

Cracker Barrel has up to date the inside of lots of its eating places, which beforehand displayed antiques in a maximalist design, and now options extra impartial paint colours and trendy furnishings. An organization consultant advised Nation Residing final yr that 25-30 shops could be getting the refresh.

"We additionally need to be certain Cracker Barrel is right here for the subsequent technology of households, simply because it has been for yours," the assertion continued. "Which means exhibiting up on new platforms and in new methods, however all the time with our heritage on the coronary heart. We take that accountability very critically. We all know we cannot all the time get every thing proper the primary time, however we'll hold testing, studying, and listening to our friends and staff."

A emblem rebrand not going so effectively will not be unusual — simply ask Jaguar, or GAP, or Fb within the aughts. Now, Cracker Barrel is in the course of a viral controversy over its newest redesign. Final week, the corporate unveiled a brand new emblem with a cleaner-looking font that eliminated the outdated man and the barrel from the design. The phrase "Outdated Nation Retailer" was additionally eliminated. It is Cracker Barrel's fifth rebrand in its 56-year historical past.

Naturally, social media has not been variety concerning the rebrand, and everybody has appeared to weigh in, from President Donald Trump to rival eating places like Steak 'n Shake.

Nonetheless, Cracker Barrel is staying the course. On its web site on Monday, the restaurant chain issued a press release that mentioned: "You've got proven us that we may've executed a greater job sharing who we're and who we'll all the time be."