Here’s how Cracker Barrel Old Country Store addressed the outcry it received last week. We were misled and disappointed by the company’s rebranding into a nonprofit, its Promise to Phoenix, and its new logo. The rebranding, which notably removed the iconic image of Uncle Herschel from the logo, has drawn sharp criticism, particularly from conservative customers who feel it detracts from the establishment’s classic American charm. This is evidenced by the fact that the controversy has had a clearly measurable impact on the company’s bottom line. Fargo’s stock fell by 7% on Thursday as the backlash grew louder.
The new logo ushers out the well-known image of Uncle Herschel standing in front of a yellow barrel. Now that would be a radical change for a brand which has prided itself on the all American values. Cracker Barrel values the passionate response from its customers. In their branding, they lean into the passion on display, turning these intense feelings into a point of pride that speaks to how deeply people love their brand.
In a statement published on their website, Cracker Barrel responded to the controversy over the perception of their rebranding. They stated, “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 looked to reassure customers that, while the brand may be evolving, the new brand promise – delivering Comfort, Community and Country Hospitality – is here to stay.
“At the end of the day, our promise is simple: you’ll always find comfort, community, and country hospitality here at Cracker Barrel. Uncle Herschel wouldn’t have wanted it any other way.” – Cracker Barrel
The backlash has been fierce and far-reaching. Thousands of folks are protesting that the new theme is a departure from what they’re convinced is the core formula that has Cracker Barrel thrive. Critics have become increasingly vocal about their disappointment at losing a symbol that many saw as a mainstay of the restaurant’s identity.
Cracker Barrel’s representatives acknowledged that they may not have executed the rebranding perfectly on their first attempt, stating, “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.” This commitment represents an encouraging acknowledgment that they’re willing to change if their customers demand it.
Uncle Herschel was a great magnifier of what the company did. He’s a good guy, who is surprisingly and profoundly connected to the brand’s heritage and identity. He’s not going anywhere — he’s family, as Cracker Barrel reiterated to its customers.