The new Cracker Barrel logo already appears on menus and paper wraps for cutlery on Aug. 22, 2025, in Fishers, Indiana.
Cracker Barrel has unveiled a new logo.
Cracker Barrel has replaced its old logo.

Cracker Barrel is acknowledging that its new logo is not pleasing people – while still standing by its new look.

The nationwide restaurant chain and country store issued a response on its website on Aug. 25 after unveiling a simplified logo days earlier that left some customers unhappy with changes at the restaurant.

"If the last few days have shown us anything, it's how deeply people care about Cracker Barrel. We're truly grateful for your heartfelt voices," the company said. "You've also shown us that we could've done a better job sharing who we are and who we'll always be."

Cracker Barrel's statement emphasized "the values this company was built on," including "hard work, family, and scratch-cooked food made with care."

"While our logo and remodels may be making headlines, our bigger focus is still right where it belongs...in the kitchen and on your plate," the statement said.

The chain also said it wants "to be sure Cracker Barrel is here for the next generation of families, just as it has been for yours."

"We take that responsibility very seriously," the statement said. "We know we won't always get everything right the first time, but we'll keep testing, learning, and listening to our guests and employees."

What does Cracker Barrel's new logo look like?

Cracker Barrel's new logo is a simplified version of its previous one, featuring the restaurant's name in brown lettering against a golden yellow border.

The new logo varies from the old version by removing the silhouette of a man seated next to a wooden barrel.

While some believe Uncle Herschel, the uncle of Cracker Barrel founder Dan Evins, is the inspiration for the man in the company's old logo, Cracker Barrel said on its website that the man is not a specific person.

"There’s an image of a man relaxing by a cracker barrel, representing the old country store experience where folks would gather around and share stories," the website says. "Our logo reflects our roots and the warm, welcoming atmosphere we’ve always aimed to create."

Still, Cracker Barrel acknowledged Uncle Herschel in the statement, saying the iconic man is "not going anywhere."

"We love seeing how much you care about our 'old timer.' We love him too," the statement said. "Uncle Herschel will still be on our menu (welcome back Uncle Herschel's Favorite Breakfast Platter), on our road signs and featured in our country store."

Why is Cracker Barrel's new logo getting backlash?

Cracker Barrel fans took to social media to share their opinion on its new logo, with some calling on the chain to change it back.

"The new rebrand took the feeling away," one person wrote on Cracker Barrel's Instagram. "Cold and sterile."

Another said, "I’m feeling like this new logo is ruining my life."

Some conservatives even suggested that the new logo is a political statement.

"WTF is wrong with @CrackerBarrel??!" Donald Trump Jr. said in response to a post on X that implied the logo may be motivated by diversity, equity and inclusion efforts.

The company's stock even took a hit in the days after the announcement — dropping by almost $10 in the course of one day.

When the market closed on Aug. 20, shares were valued at $59.02. By midday on Aug. 21, stock prices took a sharp turn, falling to $50.76. By the end of the trading day, the prices had recovered slightly to $54.80 a share.

Contributing: Jordan Green and Sara Chernikoff

Melina Khan is a national trending reporter for USA TODAY. She can be reached at melina.khan@usatoday.com.

This article originally appeared on USA TODAY: Cracker Barrel responds to backlash over new logo

Reporting by Melina Khan, USA TODAY / USA TODAY

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