Cracker Barrel Restores Original Logo After Customer Backlash

Cracker Barrel has listened to its customers. After numerous consumer complaints about its redesigned logo, it announced this week that it will return its popular original version.

“We thank our guests for sharing your voices and love for Cracker Barrel,” the company posted on social media. “Our new logo is going away and our ‘Old Timer’ will remain.”

Rep. Byron Donalds, R-Fla, said on social media that he worked at Cracker Barrel when he was in college and dedicated his life to his Christian faith in the parking lot. “Their logo was iconic and their unique restaurants were a fixture of American culture,” he posted on social media. “No one asked for this woke rebrand. It’s time to Make Cracker Barrel Great Again.”

President Donald Trump was among many Americans who opposed the company’s redesign. “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,” he posted on social media.

The president congratulated the company on its latest decision.

“Congratulations ‘Cracker Barrel’ on changing your logo back to what it was,” he posted. “All of your fans very much appreciate it. Good luck into the future. Make lots of money and, most importantly, make your customers happy again!”

Cracker Barrel’s stock dropped around 4 percent after it announced its rebrand, losing over $100 million in stock value. Its marketing decisions included removing the overall-clad man leaning against a barrel. The company changed its logo’s font and used only the restaurant’s name in the updated design. Many criticized the new logo, along with newly updated restaurants and gift shops that were stripped of their iconic Americana antiques.

“If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel,” the company posted online. “We’re 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. What has not changed, and what will never change, are the values this company was built on when Cracker Barrel first opened in 1969: hard work, family and scratch-cooked food made with care.”

The company vowed to keep rocking chairs on the porch, a warm fire inside restaurants, peg games on the tables, nostalgic items in its gift shops and vintage Americana decor with antiques from its warehouse.

The company’s stock shot up after the announcement.

–Alan Goforth