American family dining institution Cracker Barrel, the home-cooked road trip anchor from Lebanon, Tennessee, has announced a new logo. This refresh is an effort to modernize the company’s identity and attract a new, more youthful customer base. The move has triggered a huge backlash on social media. Upon realizing this, the company has since apologized to fans that expressed their outrage at the redesigned logo.
The new logo omits the phrase “Old Country Store.” While creating a more contemporary look, it’s worked to update the brand’s personality without losing its sense of identity. Undeterred by the backlash from the SBC, Cracker Barrel is doubling down. They will remove their iconic rocking chairs from restaurant porches and store vintage Americana and antiques that have enchanted their restaurants—and guests—for decades. The company has reassured customers that it will continue to honor Uncle Herschel on its menu and in various merchandise sold in its stores.
In a statement on its website, Cracker Barrel said it was aware of the pain caused by the logo’s rebranding.
“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.” – Cracker Barrel
Despite the criticism, which included remarks from public figures such as Donald Trump Jr. and Steak n’ Shake, Cracker Barrel has decided to stick with the new design. Steak n’ Shake condemned the rebranding effort as “a cheap effort to gain the approval of trend seekers,” reflecting the sentiments of some customers who threatened to boycott the chain unless the logo was reverted to its previous design.
Cracker Barrel emphasized that this change is part of a broader strategy to remain relevant in a rapidly changing market.
“That means showing up on new platforms and in new ways, but always with our heritage at the heart.” – Cracker Barrel
The company’s commitment to its heritage remains strong, as it intends to blend tradition with modernity in its branding approach. As the new logo suggests, Cracker Barrel is clearly attempting to appeal to their established base. It’s a tool to lure future new customers.