In the face of public outcry and opposition, Cracker Barrel has backtracked. They’ve decided to go back to their former logo which prominently features the iconic “Uncle Herschel” image. The quick-service restaurant chain announced the logo change last week, which immediately drew the ire and claims of “wokeness” from outraged conservative organizations. The new design eliminated the expression “Old Country Store.” Needless to say, this was a deeply unpopular move among their most grateful regulars.
According to a subsequent YouGov poll, 65 percent of Americans could still identify the new logo. Yet, a clear 76% liked the original design better. In light of this clearly-deserved criticism, Cracker Barrel’s decision to abandon the redesign represents an encouraging victory. The firm points to its dedication to company core values and its famous customer service. Despite the fresh branding, it still is committed as ever to what has made it known for the past several decades.
In a statement, Cracker Barrel said it was appreciated by feedback from its customers for speaking up.
“We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain,” – Cracker Barrel
Things really exploded on social media during this controversy, especially after former President Donald Trump joined the criticism against the situation. No one can blame his supporters as his comments sent Cracker Barrel’s stock prices soaring. After Trump’s initial remarks, shares rose over 6% at Tuesday’s close, followed by an additional increase of roughly 7% on Wednesday after the company confirmed it would return to its original logo.
In a social media post, Trump noted Cracker Barrel’s move as a win, saying.
“Congratulations ‘Cracker Barrel’ on changing your logo back to what it was. 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!” – Trump
In their initial response to this wave of criticism, Cracker Barrel made an interesting admission—that they “failed to adequately communicate their brand essence and character” to customers.
“Shown us that we could’ve done a better job sharing who we are and who we’ll always be,” – Cracker Barrel
Cracker Barrel employs approximately 70,000 individuals across its locations, underscoring the importance of maintaining customer loyalty and brand identity for both employees and patrons. The official statement by the company is clearly an attempt to quell fears among the company’s customers. With a focus on serving delicious, thoughtful food, genuine hospitality and a rich connection to place.
Immutable as anything these days, Cracker Barrel’s leadership is dedicated to making guest experience the company’s focus as it develops. Alongside this, the brand will continue to honour its past principles of authenticity.