The Cracker Barrel logo is seen on a billboard exterior of one among its eating places.
Paul Weaver | Lightrocket | Getty Images
The Old Country Store look is again.
Cracker Barrel introduced Tuesday that it was suspending all restaurant remodels, the newest chapter within the controversy over its rebranding that reached so far as the Oval Office.
The restaurant chain first ignited a firestorm when it introduced its new logo in late August, which disposed of its “Uncle Herschel” character and removed the phrases “Old Country Store” for a sleeker look. That change confronted widespread backlash on social media, together with from President Donald Trump, who posted on Truth Social that it was “a mistake.”
Along with the logo rebrand, the corporate had additionally been planning to replace the look of its eating places. The chain mentioned it had examined its extra fashionable structure in solely 4 out of 660 places, however that buyer suggestions has prompted it to halt the method utterly.
“We heard clearly that the modern remodel design does not reflect what you love about Cracker Barrel,” the corporate mentioned in an announcement. “The vintage Americana you love will always be here — the rocking chairs on the porch, our fireplaces and peg games, unique treasures in our gift shop and antiques pulled straight from our warehouse in Lebanon, Tennessee.”
Cracker Barrel is amongst a number of firms which have just lately confronted pushback from clients for reforms starting from identify modifications to logo redesigns.
Every week after it unveiled its new logo, Cracker Barrel introduced it was returning to the previous model, sending its shares up greater than 8% in someday.
The restaurant chain’s rebranding effort traces again to its “strategic transformation plan” unveiled in 2024, which included “evolving the store and guest experience.” At the time, Cracker Barrel mentioned it could rework 25 to 30 shops in fiscal 2025.
“Of course, we will continue to invest in our restaurants to make sure that they are in good shape and meet your expectations,” Cracker Barrel mentioned in its Tuesday assertion.