Cracker Barrel initially planned a simplified logo showing only the company name as part of modernization efforts to appeal to younger customers. The company reversed course and will retain its old logo featuring an older man in overalls beside a barrel and the words 'Old Country Store.' The chain's same-store sales slipped 0.1% in fiscal 2024 while retail shop sales fell 5.5%. The company issued an apologetic statement about communication, said it would honor Uncle Herschel on menus and store items, and pledged to keep familiar features like rocking chairs on front porches.
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."
But many protested the change. On Monday, Cracker Barrel put out an apologetic statement, saying it "could have done a better job sharing who we are and who we'll always be." At that point, Cracker Barrel didn't say it would change the logo, but said it would listen to its customers and keep many of the things they have come to love about the restaurant, like the rocking chairs on its front porches.
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