Cracker Barrel defends logo redesign amid customer backlash

Cracker Barrel is facing pushback from longtime patrons after unveiling a redesigned logo that removed its familiar “Uncle Hershel” figure, a staple of the brand’s identity for decades.

The restaurant chain, known for its Southern-inspired comfort food and nostalgic country décor, announced the change last week as part of a broader refresh to its stores inside and out. The update quickly sparked heated reactions online, with many customers accusing the company of abandoning its roots.

In a statement posted to Facebook, Cracker Barrel acknowledged the wave of criticism and stressed that the company’s traditions remain intact. “The things people love most about our stores aren’t going anywhere,” the statement said, pointing to rocking chairs, fireplace settings, peg games, gift shop finds, and antique displays.

The company also reassured guests that Uncle Hershel has not disappeared entirely. While removed from the main logo, the character will continue to appear on menus, road signs, and in the country store. “He’s not going anywhere – he’s family,” the statement read.

Still, the explanation did little to quiet the online backlash. Dozens of social media comments questioned why the company would invest in removing the character from signage if it still valued him. Others demanded a return to the original logo and menu.

Cracker Barrel, founded in Lebanon, Tennessee, in 1969, said its core values remain unchanged: “hard work, family, and scratch-cooked food made with care.” Whether the redesign will resonate with customers or drive further discontent remains to be seen.