Cracker Barrel faces backlash after logo rebrand

The old logo was first used in 1977. 
(Cracker Barrel image)

Since its launch in 1977, Cracker Barrel's signature logo, with its rustic charm, bib-overall-clad farmer and barrel, has symbolized a cozy place where weary travelers could eat a hearty meal, shop in the old-timey store and hit the road refreshed. When the company released its logo update last week without the farmer or the barrel, an uproar ensued.

The chain replaced its nearly 50-year-old logo with a "streamlined version featuring just the chain’s name," reports Heather Haddon of The Wall Street Journal. "The move engulfed the restaurant in a culture-war firestorm, with commentators online and some customers accusing Cracker Barrel of eschewing its country charm and heritage for a sanitized image."

The heated dust-up has "shaved tens of millions of dollars from the public company’s market value, spawned calls for boycotts and risked the casual-dining chain’s turnaround plan," Haddon explains.

Cracker Barrel hasn't made any move to step back from the logo update, but released a statement saying, "We could’ve done a better job sharing who we are and who we’ll always be. . . .We know we won’t get everything right the first time, but we’ll keep testing, learning and listening to our guests and employees.”

The new logo is part of the company's 3-year rebranding plan aimed at addressing declining sales and mediocre scores by remodeling stores and updating menu options. Haddon reports, "After catering to retirees and families on road trips, Cracker Barrel now aspired to court younger guests."

Meanwhile, online forums have continued to push Cracker Barrel to ditch the new logo and store changes. Haddon adds, "Others wondered why the controversy was occurring in the first place."