Update: Cracker Barrel Axes New Logo

After facing a firestorm of criticism over its new, streamlined logo, Cracker Barrel (Lebanon, Tenn.) has relented and brought back its old one, “Uncle Herschel” and all. The company made that announcement on its Facebook account, which said, in part:

“We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ [reported to be a likeness of the chain founder’s uncle] will remain.”

In a separate post made just hours before announcing it was killing the new logo, the company attempted to explain just why it had undertaken the update. “… We also want to be sure Cracker Barrel is here for the next generation of families, just as it has been for yours. That means showing up on new platforms and in news ways, but always with our heritage at heart.”

This customer comment on the FB post about the change sums up the dilemma faced by the chain: “I’m an old guy. There’s an old guy on your logo. I hear you’re telling the old guy on the logo goodbye. What do you think you’re telling me?”

Or, as another poster on FB put it: “Probably should have ‘read the room’ before you took on this adventure.”

Beyond bringing back its former logo, the restaurant’s FB postings did not say whether it’s walking away from any other elements of its brand refresh, including changes to the décor of its restaurants and its menu. Click here for VMSD/Shop!’s coverage of the first stages of the controversy.