Cracker Barrel Responds After Receiving Massive Backlash Over Logo Change

After receiving massive backlash over their logo change, Cracker Barrel apparently doesn’t care.

Cracker Barrel has made it clear it will not be moved by the public’s pressure to change its logo.

Instead, it defended its decision by sharing that the restaurant is heading in the right direction.

In response to the public backlash, a Cracker Barrel spokesperson has shared that the restaurant’s core values have not changed, and a logo change does not impact its soul.

Newsweek reported more on Cracker Barrel’s lackluster response:

Cracker Barrel has responded to backlash over its logo change.

“Our values haven’t changed,” the restaurant told Newsweek in a statement shared over email. “The heart and soul of Cracker Barrel haven’t changed.”

Logo changes, branding and advertising choices have become hot-button issues for companies in recent years, as they often go on to signal the onset of online culture wars.

The Southern country-themed restaurant chain, which was founded in 1969, recently changed its logo for the first time in 48 years. When the restaurant first opened, it had a text-only logo. The restaurant’s name originates from a time in the 19th century when people would socialize around a barrel full of crackers in a country store.

The logo was updated in 1977 to the one that many recognize today, with a man resting by a barrel. The restaurant said in a press release that the new logo is “[r]ooted even more closely to the iconic barrel shape and wordmark that started it all.”

Backlash to the recent move, which comes as part of a $700 million rebrand, was swift, with criticism from conservative figures online being loudly directed at the brand. On the other side of the coin, many took to social media to ridicule the backlash.

Cracker Barrel’s statement continued, “Uncle Herschel remains front and center in our restaurants and on our menu. He is the face of ‘The Herschel Way,’ the foundation of how our 70,000 plus employees provide the country hospitality for which we are known.”

The internet is not happy about the change:

I am boycotting @CrackerBarrel until they change the logo back and fire the CEO. pic.twitter.com/9VtEyup3aw

— Aaron 🇺🇸 (@TimberHandsFam) August 20, 2025

Customer’s Hate It: Cracker Barrel CEO Julie Felss Masino says people love their new rebrand. Comments on X say otherwise! She’s taken a beloved Americana Brand and trashed it with DEI Wokism. Masino promised to “identify, recruit, and advance” hires by race and now the company… pic.twitter.com/LYy6kwW3ur

— John Cremeans (@JohnCremeansX) August 21, 2025

Even the Democrat Party disagrees with the logo change:

We think the Cracker Barrel rebrand sucks too pic.twitter.com/XSzZcVQVd0

— Democrats (@TheDemocrats) August 21, 2025

Who would’ve thought Cracker Barrel would unite both the Republican and Democrat parties!

The Hill reported Cracker Barrel has lost nearly $100 million in market value since the logo change:

Cracker Barrel’s stock plummeted $94 million Thursday after the country staple restaurant pushed out an unexpected rebrand of its logo.

The 55-year-old company’s share value dropped 7.2 percent following the decision to remove the old man and carefully sketched barrel on its logo, as well as the whipping “K” flourish over the restaurant’s name.

Cracker Barrel Chief Marketing Officer Sarah Moore said she was excited for the “refresh” in March while noting the goal was to revitalize a brand that “resonates with loyal guests while welcoming new ones to our table.”

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The PR firms Prophet, Viral Nation and Blue Engine each played a role in the logo relaunch to provide new messaging on social platforms, renew menus and restructure 20 restaurants.

However, the pushback from lawmakers, other restaurants and patrons has been monumental.