Cracker Barrel responds after logo rebrand backlash, stock drop

Cracker Barrel is responding to the uproar over its decision to change its logo. The homestyle food restaurant and shop issued a statement on its website Monday titled “Our Promise To You.”

Cracker Barrel’s response

“If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel,” the statement read. “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.”

The new logo displays simple text reading “Cracker Barrel.” The rebrand removes a previous image of “Uncle Herschel” and text below the old logo that read “old country store.”

Conservative backlash

The move prompted criticism on social media from many customers and even President Donald Trump. Other prominent conservatives also responded, accusing the restaurant and shop of going “woke.”

Shares of Cracker Barrel fell roughly 7% on Thursday, according to CNBC.

Customers also complained that some stores changed their aesthetic to attract more millennials. They accused the company of attempting to abandon its southern roots.

Cracker Barrel stresses much will remain the same

The company responded to this criticism in the statement. It said Cracker Barrel locations will still feature “rocking chairs on the porch, a warm fire in the hearth, peg games on the table, unique treasures in our gift shop, and vintage American with antiques pulled straight from our warehouse in Lebanon, Tennessee.”

What about Uncle Herschel?

In its response to the removal of Uncle Herschel from the logo, Cracker Barrel noted that he will still be displayed on the menu, in addition to highway signs and in its shops.

“He’s not going anywhere – he’s family,” the company said. Cracker Barrel asserted its values have remained the same amid the criticism.

“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 chain 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.”