Cracker Barrel issues official statement following rebranding backlash, logo change
Cracker Barrel served up a piece of humble pie after experiencing intense backlash over its recent rebranding.
The restaurant chain issued a statement Monday declaring, “You’ve shown us…
Cracker Barrel served up a piece of humble pie after experiencing intense backlash over its recent rebranding.
The restaurant chain issued a statement Monday declaring, “You’ve shown us that we could’ve done a better job,” after many decried it removing the “old timer,” known as Uncle Herschel, from its logo.
The old man leaning on a barrel “will still be on our menu (welcome back Uncle Herschel’s Favorite Breakfast Platter), on our road signs and featured in our country store. He’s not going anywhere – he’s family.”
The chain is the latest large corporation to face backlash after making marketing moves perceived to cater to woke values, including diversity, equity and inclusion. Other casualties include Bud Light and Target, which saw sales fall after similar moves.
The new logo – sans Herschel – will persist, at least for now, but the Tennessee company says it will retain “the things people love most about our stores,” such as “rocking chairs on the porch, a warm fire in the hearth, peg games on the table, unique treasures in our gift shop, and vintage Americana with antiques.”
Reactions to the company’s statement were mixed, with critics panning it as lacking substance.
“Cracker Barrel just released this dumb statement where they basically say ‘we hear you but we’re not going to change the logo back and we’re not going to stop funding all ages pride events,’” wrote Robby Starbuck.
Cracker Barrel operates nearly 660 locations in 44 states. It was founded in 1969.
