Cracker Barrel removed the 'old timer' figure from its logo, replacing the 1977 image with a barrel-shaped yellow background and a wordmark. Customers expressed strong attachment to Uncle Herschel, and the company affirmed he will remain featured on the menu (including Uncle Herschel's Favorite Breakfast Platter), on road signs, and in the country store. The company did not commit to restoring the figure to the logo and instead emphasized focusing on the kitchen, generous portions, fair prices, country hospitality, new and returning menu items, and restaurant refreshes as part of a turnaround campaign.
You've also shown us that we could've done a better job sharing who we are and who we'll always be.
We love seeing how much you care about our 'old timer.' We love him too. Uncle Herschel will still be on our menu (welcome back Uncle Herschel's Favorite Breakfast Platter), on road signs, and featured in our country store.
He's not going anywhere - he's family.
The 'old timer' logo, which had been in place since 1977, was replaced with a barrel-shaped yellow background the the restaurant's name written across it in a similar font.
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