Cracker Barrel reversed a planned simplified name-only logo and retained its longtime "Old Timer" emblem after widespread customer backlash and criticism, including remarks from President Donald Trump. The simplified design was part of a broader modernization effort aimed at attracting younger customers amid slipping sales and growing competition. In fiscal 2024, same-store restaurant sales fell 0.1% despite a 4.9% menu price increase, while same-store retail sales declined 5.5%. The company apologized for its rollout communication, pledged to preserve signature elements like front-porch rocking chairs, and said it will continue honoring Uncle Herschel on menus and retail items.
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%.
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. The company said it would continue to honor Uncle Herschel - the older man in its logo, who represents the uncle of Cracker Barrel's founder - on its menu and on items sold in its stores.
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