Cracker Barrel’s New Logo Saga Comes to an End

Cracker Barrel has bowed to its critics and will continue using its longtime, well-known logo. Since revealing the new logo on Aug. 19, the restaurant chain has faced criticism from various circles—including President Trump. The highly recognizable logo of a man leaning on a barrel next to the Cracker Barrel name had been removed for a minimalistic version that also modernized the typography.“We said we would listen, and we have. Our new logo is going away, and our Old Timer will remain,” the restaurant chain said in a social media post. Harking back to its folksy attitude, Cracker Barrel added, “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.” 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. At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm… pic.twitter.com/C32QMLOeq0 — Cracker Barrel (@CrackerBarrel) August 26, 2025In an official statement, the company said, “You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be.”The reversal comes days after Cracker Barrel announced the logo change, which was part of a rebrand that included menu changes and restaurant renovations aimed at modernizing the brand. It also included a 15-second spot starring country singer Jordan Davis.In an interview on ABC News’ Good Morning America on Aug. 19, Cracker Barrel CEO Julie Felss Masino said the feedback had been “overwhelmingly positive,” adding, “Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow. … The buzz is so good, not only from our customers but from our team.”In a statement shared with ADWEEK, CMO Sarah Moore said its “values haven’t changed, and the heart and soul of Cracker Barrel haven’t changed.”“Cracker Barrel has been a destination for comfort and community for more than half a century, and this fifth evolution of the brand’s logo, which works across digital platforms as well as billboards and roadside signs, is a callback to the original and rooted even more in the iconic barrel shape and word mark that started it all back in 1969,” she said.However, online sentiment vastly differed from the narrative portrayed by Cracker Barrel, with the blowback dropping its stock price by almost 7%. The logo change outrage even reached the White House, with President Donald Trump telling the company to revert to its original logo, admit its mistake, and “manage the company better than ever before.”According to CNBC, shares of the company rose by around 7% in morning trading on Aug. 27, almost recovering the losses it had incurred after announcing the logo change.