Cracker Barrel is returning to its roots after a backlash over its recent rebranding.
The restaurant chain that is themed after the countryside announced Tuesday that it will revive its original logo amid high criticism from conservative customers who claimed the company had lost its traditional values.
The brief-lived logo refresh was done as part of the company’s “All the More” campaign, which rolled out August 18 and eliminated the classic old gentleman sitting in a chair beside a barrel – a design that had been synonymous with Cracker Barrel’s brand for decades. Rather than receiving welcome, the remake soon ignited backlash online, with many critics asserting the change was yet another sign of companies being “woke.
On a Facebook post, the company assured it was turning back. “We thank our guests for expressing your voices and affection for Cracker Barrel. We promised to listen, and we have. Our new logo is gone and our ‘Old Timer’ will stick around,” the post said. The statement underscored that Cracker Barrel has always been concerned with “scrumptious food, warm welcomes, and the kind of country hospitality that feels like family.”
The decision was made after several days of increasing controversy. On Monday, Cracker Barrel issued a statement saying it “could’ve done a better job sharing who we are and who we’ll always be,” trying to reassure loyal patrons that the values of the chain remained unchanged. By Tuesday, however, the move to revert to the original branding became official.
Former President Donald Trump also commented on the topic in the morning, writing on his social media site Truth Social that Cracker Barrel would “do well to go back to the old logo, admit a mistake based on customer response.” His comments further fueled public discussion about the change.
The logo launch was one aspect of a wider strategic overhaul initiated in 2024, CNBC reported, as part of a brand refresh and menu update for Cracker Barrel. The gesture, however, was meant to be a modernization effort but soon turned into a cultural lightning rod, joining the ranks of other businesses to be condemned by politicians for branding or ad choices.
Other recent instances include Bud Light, which faced criticism from conservatives following a collaboration with transgender TikTok creator Dylan Mulvaney.
Restaurant chain Cracker Barrel, which has locations in 43 states and employs close to 70,000 employees, now seems to be doubling down on tradition. By bringing back its vintage logo, the company is sending a strong message to its consumer base: the “Old Timer” isn’t disappearing.
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