Cracker Barrel returns to previous logo after backlash
Cracker Barrel Old Country Store Inc. has ended a brief effort to update its company logo.
As part of a broader strategic transformation plan the company first announced in May 2024, Cracker Barrel last week changed its corporate logo featuring a man in work clothes sitting next to a barrel to a streamlined, text-only logo and updated its menu, and also began updating the layout and décor of its stores.
However, the Southern-themed casual dining chain faced immediate criticism on social media platforms such as X (formerly known as Twitter) and Instagram from customers, rival food service retailers such as Steak n Shake, and even President Donald Trump.
[READ MORE: Cracker Barrel faces backlash against new logo, store layout, menu]
On Thursday, Aug. 26, Cracker Barrel released a statement on its official X account announcing that its new logo would be going away and the “Old Timer” logo, which is already displayed again on its website and social media, would return.
“We thank our guests for sharing your voices and love for Cracker Barrel,” Cracker Barrel said in the statement. “We said we would listen, and we have. At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family.”
Cracker Barrel’s logo, which the company had been using since 1977, had been altered to a new, simpler logo featuring the words “Cracker Barrel” against a barrel-shaped yellow background.
According to results of a YouGov survey of 1,000 U.S. adults conducted Aug. 23-24 that were emailed to Chain Store Age, 76% of respondents preferred the old logo and 29% said it would make them less likely to dine at Cracker Barrel, compared to 9% who said it would make them more likely.
Investors also had a negative reaction to the changes, with CBS News reporting Cracker Barrel lost close to $100 million in market value on Thursday, Aug. 21, 2025 due to a 7% dip in its stock price.
The Trump administration has publicly praised Cracker Barrel for reverting to its prior logo. In a post on his social media network Truth Social, President Trump congratulated the company on the change.
“All of your fans very much appreciate it,” said Trump in the post. “Good luck into the future. Make lots of money and, most importantly, make your customers happy again!”
In a post on X, White House deputy chief of staff Tayor Budowich said he had spoken with Cracker Barrel the evening of Aug, 26.
“(Cracker Barrel) thanked President Trump for weighing in on the issue of their iconic “original” logo,” Budowich said in the post. “They wanted the president to know that they heard him, along with customer response (the ultimate poll), and would be restoring the “Old Timer.”
In addition to the updated logo, the Cracker Barrel brand refresh includes streamlining store design to remove the intentionally cluttered, Southern-themed decorations from the walls and a modern interior design that is intended to deliver a "modern farmhouse" feel. The retailer has been piloting the new design at select stores.
A number of new "seasonal favorites" have also been added to the menu, with some items removed. There has been no public comment from Cracker Barrel on whether it will make any changes to these aspects of its brand update.
