Cracker Barrel reversed its planned simplified logo and restored the older image featuring an older man beside a barrel after widespread customer backlash and public criticism. The company affirmed that the 'Old Timer' image and the "Old Country Store" branding will remain, and it will continue to honor Uncle Herschel on menus and retail items. The logo update had been part of a modernization push to attract younger customers amid slipping sales: same-store restaurant sales fell 0.1% in fiscal 2024 and same-store retail sales dropped 5.5% despite menu price increases. The company apologized for its communication and pledged to retain customer-favored features like rocking chairs.
In a post on its website, Cracker Barrel said it will retain its old logo, which features an older man in overalls sitting next to a barrel and the words "Old Country Store." "We thank our guests for sharing your voices and love for Cracker Barrel," the company said in a statement. "Our new logo is going away and our 'Old Timer' will remain."
Lebanon, Tennessee-based Cracker Barrel, which has 660 restaurants in 43 states, made the change as part of a wider plan to modernize its restaurants and appeal to younger customers. The chain's sales have been slipping as it faces growing competition from breakfast chains and others. In its 2024 fiscal year, Cracker Barrel's same-store sales, or sales at locations open at least a year, dropped 0.1% despite a 4.9% increase in menu prices. Same-store retail sales at its shops fell 5.5%.
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