Cracker Barrel has bowed to its critics and can proceed utilizing its longtime, well-known brand.
Since revealing the brand new brand on Aug. 19, the restaurant chain has confronted criticism from numerous circles—together with President Trump. The extremely recognizable brand of a person leaning on a barrel subsequent to the Cracker Barrel identify had been eliminated for a minimalistic model that additionally modernized the typography.
“We stated we might hear, and we now have. Our new brand goes away, and our Previous Timer will stay,” the restaurant chain stated in a social media publish.
Paying homage to its folksy angle, Cracker Barrel added, “it’s at all times been—and at all times will likely be—about serving up scrumptious meals, heat welcomes, and the sort of nation hospitality that looks like household.”
We thank our company for sharing your voices and love for Cracker Barrel. We stated we might hear, and we now have. Our new brand goes away and our “Previous Timer” will stay.
At Cracker Barrel, it’s at all times been – and at all times will likely be – about serving up scrumptious meals, heat… pic.twitter.com/C32QMLOeq0
— Cracker Barrel (@CrackerBarrel) August 26, 2025
In an official assertion, the corporate stated, “You’ve additionally proven us that we may’ve carried out a greater job sharing who we’re and who we’ll at all times be.”
The reversal comes days after Cracker Barrel introduced the brand change, which was a part of a rebrand that included menu modifications and restaurant renovations aimed toward modernizing the model. It additionally included a 15-second spot starring nation singer Jordan Davis.
In an interview on ABC Information’ Good Morning America on Aug. 19, Cracker Barrel CEO Julie Felss Masino stated the suggestions had been “overwhelmingly constructive,” including, “Cracker Barrel must really feel just like the Cracker Barrel for at present and for tomorrow. … The thrill is so good, not solely from our clients however from our staff.”
In a assertion shared with ADWEEK, CMO Sarah Moore stated its “values haven’t modified, and the guts and soul of Cracker Barrel haven’t modified.”
“Cracker Barrel has been a vacation spot for consolation and group for greater than half a century, and this fifth evolution of the model’s brand, which works throughout digital platforms in addition to billboards and roadside indicators, is a callback to the unique and rooted much more within the iconic barrel form and phrase mark that began all of it again in 1969,” she stated.
Nonetheless, on-line sentiment vastly differed from the narrative portrayed by Cracker Barrel, with the blowback dropping its inventory worth by virtually 7%.
The brand change outrage even reached the White Home, with President Donald Trump telling the corporate to revert to its authentic brand, admit its mistake, and “handle the corporate higher than ever earlier than.”
In accordance with CNBC, shares of the corporate rose by round 7% in morning buying and selling on Aug. 27, virtually recovering the losses it had incurred after saying the brand change.
