Cracker Barrel Reinstates Beloved “Old Timer” Logo After Fan Backlash
Cracker Barrel has listened to its loyal fans—and reversed a highly controversial logo redesign. On August 26, the iconic restaurant chain confirmed it is bringing back its classic “Old Timer” logo, featuring Uncle Herschel sitting beside a barrel, following weeks of social media uproar.
The decision comes amid the chain’s broader “All the More” campaign with country singer Jordan Davis, an effort to modernize the brand and attract younger diners. Earlier this year, renovations at several locations replaced the familiar country-store décor with minimalist white walls and a sleeker aesthetic. While intended to refresh the chain’s image, many longtime patrons felt the updates stripped away the rustic charm that has defined Cracker Barrel for decades.
The Logo That Sparked Outrage
Tensions boiled over when Cracker Barrel unveiled a new logo earlier this month. Uncle Herschel, the beloved symbol of the chain’s old-fashioned hospitality, was replaced with a simple orange background and plain “Cracker Barrel” lettering. Fans were swift to voice their disapproval, arguing that the change erased a key part of the restaurant’s identity.
Cracker Barrel Responds
On Facebook, the company acknowledged the criticism and made it official:
“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’ will remain.”
The statement underscored that while the brand may evolve, its core values stay the same:
“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. As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon.”
Honoring Tradition While Embracing the Future
While Uncle Herschel’s image is back, Cracker Barrel has not indicated it will undo other modernizations introduced in its rebranding efforts. The company stresses that staying relevant to new generations of diners is essential, even as it honors the traditions that built its loyal following.
For now, though, fans are celebrating the return of a familiar face. Uncle Herschel—once thought to be retired—remains the heart of Cracker Barrel’s identity, a reassuring symbol that some things never go out of style.
