Cracker Barrel announced it’s officially bringing back its “Old Timer” logo. The new logo faced harsh criticism from fans and was one of the only things ever to unite the Trump administration and the Democratic Party.
Cracker Barrel goes back
The chain unveiled its first new logo in 50 years last week, only to face sharp criticism and see its stock drop.
On Tuesday, they announced they’re bringing back “Uncle Herschel.”
“We said we would listen, and we have,” the chain said in a Facebook post. “Our new logo is going away and our ‘Old Timer’ will remain.”
Cracker Barrel has restaurants in 43 different states and thanked the public for the feedback on the change.
“At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family,” their statement read. “As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon.”
Logo backlash
Much of the criticism came from conservatives who called the rebrand “woke.” Many said removing the “Uncle Herschel” figure was an attempt to distance Cracker Barrel from its Southern roots.
The brand said the change was part of a modernization campaign.
Some of that feedback even came from Trump, who shared his displeasure with the change by saying, “Make Cracker Barrel a WINNER again.” Following Tuesday’s announcement, the White House shared an image of Trump in the logo.
In a rare moment of solidarity, the Democratic Party echoed Trump’s disapproval of the rebrand.
After Cracker Barrel scrapped the new logo design, Trump posted on Truth Social his support of the decision, adding, “Make lots of money and, most importantly, make your customers happy again!”
One of the other critics of the logo change was top investor Sardar Biglari, the CEO of Steak ‘n Shake. He reportedly called the rebrand “obvious folly.”
A seven-page letter to shareholders didn’t hold back on his thoughts of the rebrand, the board of directors and CEO Julie Felss Masino.
“Cracker Barrel is in perilous times,” the letter reads. “Not only is a change to its Board warranted but we believe it is also mandatory for the sake of the Company’s future.”
Stock price
The stock price of Cracker Barrel jumped approximately 6% following Tuesday’s announcement that the old logo would be returning.
However, that number still doesn’t make up for the 13% drop from the announcement of the initial logo change.
The stock price of Cracker Barrel was also a focus of Biglari’s letter, noting that it has declined by nearly 51% since Masino took over as CEO.
“Cracker Barrel is not in dire need of a transformation; it’s in dire need of a turnaround,” the letter reads.
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Author: Cole Lauterbach
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