When Cracker Barrel unveiled its new logo last week, the restaurant chain likely expected a smooth brand refresh. Instead, the change sparked swift backlash and sent its market value tumbling by nearly $100 million.
The redesign, part of an effort to modernize under new CEO Julie Felss Masino, stripped away the image of “Uncle Herschel”—an older man leaning on a barrel—that had long symbolized the chain’s country-store roots. While the rustic color palette remained, the absence of the folksy figure angered loyal customers who saw him as a tie to Cracker Barrel’s history.
The original image, inspired by founder Dan Evins’ uncle, had been central to the company’s identity since its first Lebanon, Tennessee, location opened in 1969. Franchise consultant Nick Yeonakis said the redesign cut against the brand’s promise of stability and home cooking, fueling frustration among longtime patrons.
Branding experts argue Cracker Barrel’s misstep was failing to honor that legacy. “They went against their brand story,” said David E. Johnson of Strategic Vision PR Group, calling the new look “generic” and “a flop.”
The reaction comes as Cracker Barrel grapples with stagnant growth. Revenue in 2024 inched up less than 1% to $3.5 billion, while net income dropped more than half from the prior year. Masino, a former Taco Bell executive, has vowed to revamp restaurants, menus, and pricing to make the chain “noticeable and attractive but still feel like Cracker Barrel.”
In damage control mode, the company reassured fans that Uncle Herschel isn’t gone for good. “He’s not going anywhere—he’s family,” Cracker Barrel said in a statement, noting he will still appear on menus, signage, and in its country stores.
The episode also underscores the risk brands face in today’s polarized climate. Some critics framed the logo swap as a political move, while others saw it as a simple failure to read the emotional weight of the brand. “If you’re a legacy brand, your stakeholders own your story,” said Carreen Winters of MikeWorldWide. “Not understanding that is what went wrong here.”