Cracker Barrel Reverts to Original Logo Amid $100 Million Loss and Widespread Customer Backlash
Cracker Barrel reverted to its original logo, reincorporating 'Uncle Hershel', after a failed modernization attempt caused nearly $100 million in losses and widespread customer backlash.
Cracker Barrel relents and says its old logo will return
Chicago Tribune
Cracker Barrel relents, says its old logo will return
New York Daily News
Cracker Barrel relents, says its old logo will return
Associated Press
Cracker Barrel Caves, Brings Back Classic Logo
Daily Caller
Trump tells Cracker Barrel to admit logo mistake and rebrand
Washington Examiner
Trump pushes Cracker Barrel to scrap controversial new logo
New York Daily News
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CounterPunch
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New York Daily News
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Daily Beast
Cracker Barrel admits it 'could've done a better job' with rebrand
Washington Examiner
Cracker Barrel Addresses Backlash
Daily Caller
Overview
- Cracker Barrel initiated a brand update, replacing 'Uncle Hershel' with a new corporate logo, aiming to modernize its visual identity and attract a broader customer base.
- The redesigned logo quickly faced significant online criticism and widespread dissatisfaction from loyal customers, with the backlash intensified by a politically charged period.
- This negative reception resulted in a nearly $100 million loss in market value for Cracker Barrel, alongside calls for the CEO's removal due to the controversy.
- Cracker Barrel publicly admitted the logo redesign was a failure, acknowledging the negative reception and the need for better communication regarding the significant brand change.
- Responding to customer feedback and pressure, including from President Trump, Cracker Barrel reverted to its original logo and committed to reincorporating 'Uncle Hershel'.
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Analysis
Center-leaning sources frame the story around a significant "backlash" and "conservative outrage" that compelled Cracker Barrel to reverse its logo change. They emphasize the political dimension by prominently featuring Donald Trump's involvement and linking the criticism to accusations of the company "going woke," portraying the reversal as a capitulation to this pressure.
"Cracker Barrel said it would retain its old logo, which features an older man in overalls sitting next to a barrel and the words “Old Country Store.”"
Chicago Sun-Times"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.”"
Chicago Tribune"Cracker Barrel has abandoned plans to adopt a new logo following fierce backlash."
BBC News"Cracker Barrel said Tuesday it will be going back to its old logo, amid a public backlash to the restaurant and country store's recent logo change and redesign."
ABC News"Cracker Barrel announced Tuesday that it will return to its old logo."
CBS News"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.”"
Associated Press"Cracker Barrel said it would return to its old branding after backlash from conservatives who accused the restaurant chain of changing its values."
NBC News"The reversion to the 'Old Timer' drew praise in the immediate aftermath of the announcement."
USA TODAY"What seems most notable about the Cracker Barrel episode is just how bread-and-circuses the whole thing feels."
Gizmodo"Cracker Barrel issued a company statement on Aug. 25 in response to the criticism of the logo, standing by its new look while recognizing some people don't like it."
USA TODAY"Cracker Barrel faced backlash from some customers after unveiling a simplified logo on Aug. 19."
USA TODAY"The backlash against Cracker Barrel's rebrand makes sense in context."
USA TODAY"Cracker Barrel is sticking with its new logo but apologizing to fans who were angered when the change was announced last week."
Associated Press"Cracker Barrel on Monday tried to reassure customers that its values have remained the same after receiving criticism following a new logo reveal and general brand refresh."
NBC News"The episode highlights the perils of tinkering with a company's brand."
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FAQ
Cracker Barrel changed its logo to modernize its visual identity and attract a broader customer base, moving away from the traditional 'Uncle Hershel' image to a more simplified, text-only design.
Uncle Hershel is an illustration of an old-timer on Cracker Barrel's original logo, said to be inspired by Herschel McCartney, the founder's uncle and the company’s goodwill ambassador who embodied values like humility and hospitality; he has become a key nostalgic symbol for the brand.
The new logo faced significant backlash and widespread dissatisfaction, especially among loyal customers who felt the change eroded nostalgia; this backlash was amplified during a politically charged period, resulting in a nearly $100 million loss in market value.
In response to the backlash and pressure, including public comments from President Donald Trump, Cracker Barrel acknowledged the failure of the redesign, apologized, and reverted to its original logo featuring Uncle Hershel.
The logo change resulted in a nearly $100 million loss in market value and triggered calls for the CEO's removal. Some internal feedback was initially positive, but the overall impact was negative due to widespread customer dissatisfaction and a drop in stock price.
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