Cracker Barrel Admits They Screwed Up In Rolling Out Their Rebrand: “We Could’ve Done A Better Job”

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Cracker Barrel has been facing quite a bit of backlash lately thanks to the modern rebrand currently being undertaken by the iconic restaurant chain.

Earlier this week, Cracker Barrel announced that they would be changing their logo for the first time in nearly 50 years, ditching the old man sitting next to a barrel and instead going with a more minimalist approach:

The move comes as part of a broader rebrand that’s turned the restaurants from the homey, country-inspired spaces that everybody’s familiar with to something that looks like it was designed by Chip and Joanna Gaines and would be found selling $23 burgers to hipsters in East Nashville.

And it hasn’t been going well for them. The backlash has been overwhelming on social media, and the company’s stock dropped 14% drop after the logo change was announced, amounting to $100 million in value. (It’s since recovered a bit but still has a 9.9% drop over the past five days).

While some have tried to turn it into a political issue or accuse Cracker Barrel of “going woke,” it seems like both sides of the aisle agree: They hate it.

Meanwhile, the company’s CEO, Julie Felss Masino, has thus far defended the rebrand, telling Good Morning America that the feedback has been overwhelmingly positive:

“People like what we’re doing. Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow — the things that you love are still there. We need people to choose us, and we want people to choose us.”

And she also claimed that the backlash is coming from a “vocal minority” while most people support the changes…which seems like corporate speak because I’m not sure even she could believe that at this point.

It seems that the outcry over the changes is finally being heard though, because this morning Cracker Barrel released a lengthy statement acknowledging that they screwed up – but it doesn’t sound like that means they’ll be changing their minds.

The company says that they “could’ve done a better job sharing who we are.” And they also promise that the “old timer” from the logo will still be part of the brand:

“Uncle Herschel will still be on our menu (welcome back Uncle Herschel’s Favorite Breakfast Platter), on our road signs, and featured in our country store.”

The “old timer” on the logo has been informally referred to as “Uncle Herschel” after the real-life uncle of the company’s founder, who served as a brand ambassador for Cracker Barrel, despite the man in the logo actually being a generic illustration.

While the company promises that their focus remains on providing great food and southern hospitality, it doesn’t sound like they’ll be changing their minds on the rebrand any time soon:

“A promise to our guests.

If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel. We’re truly grateful for your heartfelt voices. You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be.

What has not changed, and what will never change, are the values this company was built on when Cracker barrel first opened in 1969: hard work, family, and scratch-cooked food made with care. A place where everyone feels at home, no matter where you’re from or where you’re headed.

That’s the Cracker Barrel you’ll always find.

The things people love most about our stores aren’t going anywhere: rocking chairs on the porch, a warm fire in the hearth, peg games on the table, unique treasures in our gift shop, and vintage Americana with antiques pulled straight from our warehouse in Lebanon, Tennessee. 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 our road signs, and featured in our country store. He’s not going anywhere— he’s family.

While our logo and remodels may be making headlines, our bigger focus is still right where it belongs… in the kitchen and on your plate: serving generous portions of the food you crave at fair prices and doing it with the kind of country hospitality that brightens your days and creates lasting memories.

Meatloaf, chicken n’ dumplings, country fried steak, sides that taste like Sunday supper, and yes, the world’s best pancakes, they’re all still here, with a few new dishes joining the menu. Whether you’re a long-time fan or first-time guest, we want you to feel at home around our table.

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 new ways, but always with our heritage at the heart.

We take that responsibility very seriously. We know we won’t always get everything right the first time, but we’ll keep testing, learning, and listening to our guests and employees. At the end of the day, our promise is simple: you’ll always find comfort, community, and country hospitality here at Cracker Barrel.

Uncle Herschel wouldn’t have wanted it any other way.

Thank you for caring so much and come see for yourself the country hospitality that makes Cracker Barrel feel like home.”

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 The post Cracker Barrel Admits They Screwed Up In Rolling Out Their Rebrand: “We Could’ve Done A Better Job” first appeared on Whiskey Riff.