Editor’s note: This story has been updated to correct the name of the Cracker Barrel founder and attribution of a post on X.
TENNESSEE (WHNT) — Cracker Barrel is making a “promise” to customers after its new logo sparked backlash from fans of the restaurant chain.
Last week, Cracker Barrel announced that, as part of an ongoing makeover, the chain’s new logo would ditch the eponymous barrel. In the new trimmed-down logo, seen below, the old-timey look of the man with a barrel is gone, as are the words “Old Country Store.”
The old Cracker Barrel logo at a location in Indianapolis is pictured in 2016. (Getty Images)
Instead, the new emblem features a simpler design with just “Cracker Barrel” written on a gold background. The shape of the gold background and font have also been changed.
The change had fans – including Donald Trump Jr. – furious. The company’s stock also dropped by $94 million in one day.
The new Cracker Barrel logo is displayed on Thursday, Aug. 21, 2025, in New York. (AP Photo/Wyatte Grantham-Philips)
On Monday, the company released a statement 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 working on a wider rebrand for some time. Beyond the new logo, it has also started remodeling its country-style restaurants and retail stores. The company began ramping up this overhaul last year by swapping out older, more antique-filled designs with lighter paint and modern furniture.
But Monday’s statement emphasized that the 55-year-old restaurant’s core values and traditions haven’t changed. “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” – an image of founder Dan Evins’ uncle, “Uncle Herschel” – removed from the logo, Cracker Barrel said he would still appear on the menu and elsewhere in the country store.
Old menu favorites, like meatloaf and country fried steak, will also be sticking around, Cracker Barrel said, “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 statement said. “At the end of the day, our promise is simple: you’ll always find comfort, community, and country hospitality here at Cracker Barrel.”
Founded in 1969, Cracker Barrel operates nearly 660 locations across the U.S. today. According to Cracker Barrel, this latest look marks the brand’s “fifth evolution” of its logo to date.
The Associated Press contributed to this report.
