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The new Cracker Barrel logo already appears on menus and paper wraps for cutlery, as seen Aug. 22, 2025, in this Fishers, Ind. location.

Cracker Barrel is serving up a redesign of its iconic folksy logo as something minimalist and modern, but some customers – and Wall Street traders – are sending it back to the kitchen.

The 55-year-old restaurant and retail store chain, based in Lebanon, Tennessee, announced on Aug. 19 changes to its logo, menu, and diner decor in a campaign titled "All the More". The redesign eliminates several familiar items, including images of "Uncle Herschel," a farmer in overalls, and a cracker barrel itself, that have been part of the logo since 1977.

Logo changes sparked an online backlash from customers, some of whom mourned the loss of "Uncle Herschel" like a family member. Conservative groups accused the company of going "woke."

Wall Street traders also showed their disapproval. Cracker Barrel lost nearly $100 million in market value during trade on Aug. 21. Prices began to rebound on Aug. 22.

How did Cracker Barrel change its logo?

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Old logo: A farmer-type person in overalls, known as “Uncle Herschel,” is seated on a rattan chair leaning against a soda cracker barrel. The words “Cracker Barrel” appear inside a space shaped like a pinto bean, an homage to one of the chain’s first side dishes.

New logo: The farmer, chair and cracker barrel are gone, along with the words "Old Country Store." The "Cracker Barrel" typeface is more modern, and a stylized image of a barrel on its side replaces the pinto bean.

Unchanged: The new logo retains the color scheme of brown letters on a golden yellow background.

Why did Cracker Barrel change its logo?

Cracker Barrel sales have declined in recent years. In Q2 2024, it reported a 4% decline in customer traffic and a 5% decline in retail sales. In Q3 2025, retail sales were down 3.8%.

The "enhanced brand look" is intended to modernize the company's brand, executives said. The intent includes moving its restaurants away from nostalgia-rich decor to something more contemporary and less cluttered. The logo change reflects that.

“We believe in the goodness of country hospitality, a spirit that has always defined us. Our story hasn’t changed. Our values haven’t changed,” said Sarah Moore, chief marketing officer of Cracker Barrel, in a statement.

How has the Cracker Barrel logo changed over the years?

The "Uncle Herschel" character – also known as "the old-timer" – came from sketches during the logo's redesign, which was meant to be nostalgic but not corny, according to the Daily Meal.

"Uncle Herschel" was a real person – Herschel McCartney, uncle of Cracker Barrel founder Dan Evins, was a goodwill ambassador for the company. But that's not him on the logo.

"The logo was created by Nashville designer Bill Holley on a napkin back in 1977 with the goal of creating a feeling of nostalgia with an old-timer wearing overalls," according to Cracker Barrel Insider.

The logo that was introduced in 1977 has been modified over the years, but has remained essentially the same.

Where can I find a Cracker Barrel restaurant?

Why do companies change their logos?

Companies alter their logos for a variety of purposes, according to dwplacesolutions.com. Reasons include:

New brand identity.

Avoid being outdated.

Clarity across digital platforms.

Rebranding after a crisis.

CONTRIBUTING Melina Khan, USA TODAY; Diana Leyva, The Tennessean

SOURCE USA TODAY Network reporting and research; Reuters; crackerbarrel.com

This article originally appeared on USA TODAY: Cracker Barrel presents its new logo, but not all customers are happy. Here's the reveal

Reporting by Stephen J. Beard and George Petras, USA TODAY / USA TODAY

USA TODAY Network via Reuters Connect