Cracker Barrel menu adds gut-busting apology after logo fiasco

• The chain outraged its customers by dropping its longtime logo.
• Its new logo did not include the Uncle Herschel character.
• Many angry customers called the brand “woke.”

Cracker Barrel has gone back to basics.

After the chain introduced a new logo that no longer included its signature barrel, or its famed “Old Timer,” who is actually named Uncle Herschel, its customers erupted.

They called the change “woke,” and some called for a boycott of the brand. It’s hard to know whether there was an actual impact, as sales for the most recent quarter were up.

“For Q4, we reported total revenue of $868 million, which included restaurant revenue of $718.2 million and retail revenue of $149.8 million. Excluding the $62.8 million benefit from the 53rd week in the prior year, total revenue increased 4.4%. Comparable store restaurant sales grew by 5.4%, representing the fifth consecutive quarter of positive comparable store restaurant sales growth,” CFO Craig Pommells said during the company’s fourth-quarter earnings call.

Despite the seemingly positive results, CEO Julie Felss Masino used the call as an opportunity to apologize and promise to do better.

Cracker Barrel CEO shares verbal apology

Masino shared that the chain had done extensive research prior to dropping Uncle Herschel from the logo.

“What cannot be captured in data is how much our guests see themselves and their own story in the Cracker Barrel experience, which is what’s led to such a strong response to these changes. We have already taken steps to get back on track. We want longtime fans and new guests to experience the full story of the people, places, and food that makes Cracker Barrel so special,” she said.

The CEO also made it clear that menu improvements were a key part of the chain’s plans to make things right with its customers.

“A key imperative of our multi-year plan has been to deliver food and experience our guests love, and we are placing an even bigger emphasis in the kitchen and other areas that enhance the guest experience. In the past week, we’ve instituted process changes to ensure our signature biscuits are living up to our guests’ memories and expectations, and there is more to come on the food front,” she added.

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RetailWire Brain Trust member Warren Shoulberg thinks that while the execution was flawed, Cracker Barrel was not wrong to change its logo.

“Cracker Barrel saw its customer base aging out and needed to do something to refresh its image. We can argue about the end result of this effort but the idea behind it is correct. This isn’t New Coke or the Tropicana rebranding disaster. Let’s see how this one settles in before we judge whether it is a good idea or not,” he shared.

Cracker Barrel adds a new menu item

Part of the Cracker Barrel effort to make things right with its customers is fixing its menu. That has ranged from small changes, like making sure its biscuits are consistent across the chain, to adding new items.

One new gut-busting item certainly fits the classic Cracker Barrel model.

The chain has expanded its breakfast menu to include a new Breakfast Burger, which is now available at participating locations.

“Arriving as the star of the season, the new Breakfast Burger features a juicy half‑pound beef patty topped with two slices of American cheese, crispy bacon, a sunny‑side‑up egg, and Cracker Barrel’s signature Hashbrown Casserole, all on a toasted buttermilk bun and served with your choice of classic side,” the Fast Food Post reported.

Cracker Barrel Breakfast Burger overview

• Price: Approximately $15.99, though prices may vary by location.
• Nutritional Facts:
  Calories: 1,200

  Total Fat: 80g

  Saturated Fat: 34g

  Sodium: 2,690mg

  Protein: 67g

  Carbohydrates: 53g

  Sugars: 7g

  Source: Fast Food Post

Cracker Barrel logo controversy timeline

• March 2025: Cracker Barrel partners with agencies Viral Nation, Prophet, and Blue Engine to initiate a brand refresh, including a new logo and store remodels.
• August 18-19, 2025: The company unveils a simplified, text-only logo as part of its “All the More” campaign, replacing the traditional “Old Timer” figure and barrel.
• August 19-20, 2025: The new logo faces immediate criticism on social media, with accusations of the brand becoming “woke” and abandoning its heritage.
• August 21, 2025: Public figures, including Donald Trump Jr., express disapproval, amplifying the backlash.
• August 25, 2025: Cracker Barrel announces plans to restore the original “Old Timer” logo, acknowledging customer feedback.
• August 27, 2025: The original logo is reinstated across all platforms.
• August 29, 2025: The company quietly removes sections of its website related to diversity, equity, inclusion, and Pride, citing them as “out of date.”
• September 2025: Cracker Barrel halts plans for broader store remodels after piloting changes in four locations, responding to customer concerns.
  Source: CMSWire.com

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