Cracker Barrel is facing a storm of criticism over its decision to remove the longtime logo featuring “Uncle Herschel,” an overall-clad man leaning on a barrel. The move, intended as part of a brand refresh, has turned into a cultural flashpoint, drawing backlash on social media and even from political leaders.
Former President Donald Trump joined conservatives, including his son Donald Trump Jr., in calling out the change. On his social media platform, Trump urged the company to reverse course: “Cracker Barrel should go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before. Have a major News Conference today. Make Cracker Barrel a WINNER again.”
The restaurant chain’s new logo replaces the character with a simple design — the name “Cracker Barrel” against a yellow barrel-shaped background. While critics say the update erases a piece of the brand’s identity, the company clarified that “Uncle Herschel” will continue to appear on menus, road signs, and stores.
Cracker Barrel acknowledged the backlash in a statement on its website, admitting, “Our fans have shown us that we could’ve done a better job sharing who we are and who we’ll always be.” The company added that despite the headlines, its real focus remains on “the kitchen and your plate.”
This controversy is the latest in a string of corporate branding missteps that triggered strong consumer reactions. Bud Light saw sales plunge after sending a can to a transgender influencer in 2023, while American Eagle faced pushback for an ad campaign with actress Sydney Sweeney that critics said was in poor taste.
Financially, Cracker Barrel’s stock has been volatile. Shares dropped last week after the uproar but rebounded 4.5% on Tuesday following Trump’s comments. The chain, which opened its first store in 1969, has struggled in recent years, with sales lagging in the post-pandemic economy. Its stock has lost more than half its value over the past three years, in part due to high short interest and limited outstanding shares, which make swings more dramatic.
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Author: Mike Vance
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