US restaurant chain Cracker Barrel scraps new logo after backlash

August 27, 2025

Cracker Barrel, the US restaurant chain known for Southern-style comfort food, has reversed its decision to adopt a new logo following significant public backlash. The company announced on social media that it would keep its traditional "Old Timer" figure after customers strongly objected to its modern redesign unveiled on August 19th. The logo change, which had removed the iconic image of a man sitting against a barrel, sparked criticism from many, including former President Donald Trump, who publicly celebrated the company's reversal.

Who is affected

Cracker Barrel customers and fans
Cracker Barrel's 70,000 employees
Cracker Barrel shareholders (who experienced a 7% drop in share value)
The company itself and its brand identity

What action is being taken

Cracker Barrel is abandoning its new logo design
The company is keeping the traditional "Old Timer" logo
The company is actively listening to customer feedback
Cracker Barrel is publicly acknowledging the reversal through social media

Why it matters

The situation demonstrates the power of customer feedback in corporate decision-making
It highlights the importance of brand identity and heritage for established companies
The controversy generated significant publicity for Cracker Barrel
The logo change impacted the company's stock value, showing real financial consequences
It shows how branding decisions can conflict with customer expectations and brand stories

What's next

No explicit next steps stated in the article

Read full article from source: BBC