For decades, Cracker Barrel has been known as more than just a restaurant — it’s been a nostalgic stop for families, complete with rocking chairs on the porch, vintage Americana on the walls, and the famous Uncle Herschel mascot in its logo.
But the company’s latest rebrand has stirred up outrage among loyal customers who feel the chain has lost touch with its roots.
A New Look, A Big Reaction
Earlier this week, Cracker Barrel revealed a brand-new logo for the first time in nearly 50 years.
Gone was the folksy Uncle Herschel imagery that many considered an American classic.
In its place: a plain, modern font on a simple background.
The reaction was immediate and heated.
Long-time patrons flooded social media to express frustration, with some saying the brand was abandoning its identity to embrace so-called “woke values.”
Company Defends Its Decision
On Monday, Cracker Barrel released a lengthy statement defending the rebrand.
The company insisted its heart hasn’t changed, promising to remain “a place where everyone feels at home, no matter where you’re from or where you’re headed.”
Leaders stressed that the company is still built on the same values it had when it first opened in 1969 — “hard work, family, and scratch-cooked food made with care.”
Holding Onto Tradition
To calm the backlash, Cracker Barrel reminded customers that much of what they love is here to stay: porch rocking chairs, fireplaces, peg games on the tables, and warehouses full of Americana antiques from Lebanon, Tennessee.
And in a move clearly aimed at fans of Uncle Herschel, the company announced the return of his famous breakfast platter, which had been removed from the menu in 2022.
“He’s not going anywhere — he’s family,” the statement read.
Customers Still Not Convinced
Despite the reassurances, many former fans remain angry. One critic fired back online:
“First you took his breakfast away, now you remove him.
You think bringing the breakfast back is going to save face? Put it ALL back to the way it was.”
Others accused the chain of losing its soul, with one customer writing: “You’re no different from the rest of the soulless corporate chains now.”
Not the First Time Controversy Hit
This isn’t Cracker Barrel’s first run-in with criticism.
Back in 2023, the chain upset some customers when it swapped a few of its traditional rocking chairs for rainbow-painted versions during Pride Month. That move also sparked online boycotts.
Stock Price Takes a Hit
The outrage has now moved beyond social media.
When the new logo was revealed, the backlash was so strong that the company’s stock price dropped by almost $100 million in value last Thursday.
CEO Under Fire
Much of the criticism has been directed at President and CEO Julie Masino, who earns $1 million a year.
Angry customers have accused her of leading the company away from its traditions in pursuit of a new image.
Political Voices Join In
The controversy has even caught the attention of Donald Trump Jr., who blasted the company on X.
“WTF is wrong with Cracker Barrel,” he wrote, quoting a post that claimed the brand had replaced a “beloved American aesthetic” with “sterile, soulless branding.”
Comparisons to Bud Light
Some have compared Cracker Barrel’s branding gamble to Bud Light’s fiasco in 2023, when the beer company faced a major boycott after partnering with transgender influencer Dylan Mulvaney.
Customers and critics alike are now watching to see if Cracker Barrel’s decision will have the same long-term impact.
