Cracker Barrel Admits Failure, Vows ‘Uncle Herschel’ Will Stay Amid Rebrand Dumpster Fire, Public Outcry: ‘Could’ve Done a Better Job’

Cracker Barrel has issued a statement following significant backlash to its recent logo redesign, which removed the longtime image of an elderly man leaning against a barrel.

The company confirmed that the man, known to customers as “Uncle Herschel,” will continue to appear in other branding across restaurants, on road signs and in country stores.

In a message posted on social media titled “Our Promise To You,” Cracker Barrel directly addressed the criticism it received after unveiling its updated logo.

“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,” the statement began. 

“You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be.”

The company stressed that its core values remain unchanged, even as it moves forward with the redesign. 

“Hard work, family, and scratch-cooked food made with care,” the statement read.

Cracker Barrel reassured its customers that signature elements of its brand are not being abandoned. 

The iconic rocking chairs on the front porch, along with menu staples such as “Uncle Herschel’s Favorite Breakfast Platter,” will remain central to the dining experience.

Although the new logo and restaurant remodels will stay in place, the company emphasized that its mission continues to focus on food and hospitality.

“While our logo and remodels may be making headlines, our bigger focus is still right where it belongs… in the kitchen and on your plate: serving generous portions of the food you crave at fair prices and doing it with the kind of country hospitality that brightens your days and creates lasting memories,” the company said.

The statement also included a personal nod to the character. 

“Uncle Herschel wouldn’t have wanted it any other way,” Cracker Barrel wrote.

Cracker Barrel further confirmed that Uncle Herschel will remain a visible part of the brand’s identity. 

“We love seeing how much you care about our ‘old timer.’ We love him too. Uncle Herschel will still be on our menu (welcome back Uncle Herschel’s Favorite Breakfast Platter), on our road signs and featured in our country store. He’s not going anywhere — he’s family,” the company said.

The redesign sparked a strong wave of criticism across social media platforms. 

Many customers voiced frustration with the decision to remove the figure from the primary logo, arguing that the man leaning on a barrel symbolized the restaurant’s heritage and ties to rural traditions.

The intensity of the backlash reflected the deep connection many customers feel with the brand. 

Cracker Barrel has long cultivated an image of family, comfort, and nostalgia, which is closely linked to its visual identity and traditional menu.

The logo change comes as the company works on updating its restaurant designs nationwide. 

The new branding features a simpler, more modern look, a trend that many food service businesses have adopted in recent years as they seek to streamline marketing and signage.

Thousands of outraged comments flooded Cracker Barrel’s message on Facebook.

Said one person, “Fire your rebranding dept and go back to what has made Cracker Barrel a great icon. Good food, good service and keep the country store.”

Another wrote, “You had an iconic logo and you changed it to fit ‘modern times’. The classic look is what took people back in time so to speak. [sic]”

A third posted, “You lost your heart and soul of who you are (or were). When you forget where you come from, you just wander, lost.”

“You either don’t ‘get it’, or you don’t care. Either way, all farmers know, you reap what you sow.”

The post Cracker Barrel Admits Failure, Vows ‘Uncle Herschel’ Will Stay Amid Rebrand Dumpster Fire, Public Outcry: ‘Could’ve Done a Better Job’ appeared first on Resist the Mainstream.