Cracker Barrel Parody - How to ruin a brand

Cracker Barrel faced significant backlash over its recent rebranding efforts, particularly its new logo, leading the company to reverse its decision and restore the original emblem. The rebrand, part of a wider strategy to modernize and attract younger customers, was seen by many loyal patrons and public figures as a move away from the company's nostalgic, "old country store" identity. The backlash intensified on social media and even involved prominent political commentators, with some critics labeling the change as "woke." 

Key Aspects of the Backlash 

Logo Change: The most controversial aspect was the new, simplified logo. It removed the long-standing "Uncle Herschel" figure—an older man in overalls leaning on a barrel—and the "Old Country Store" text, replacing them with a minimalist, text-only design. 

Cultural Identity: For many, the old logo and the overall Cracker Barrel aesthetic represented a specific slice of Americana and a "simpler time." The change was perceived as an attack on these traditional values, causing a strong emotional reaction from the brand's core customer base. 

Financial Impact: Following the announcement, Cracker Barrel's stock value reportedly dropped, with some reports citing a loss of nearly $100 million. This financial hit, coupled with public pressure, contributed to the company's decision to revert the change. 

Public Response: The outcry on social media was widespread, and the topic became a part of a broader cultural debate. High-profile individuals, including President Donald Trump, weighed in, urging the company to return to its original logo. 

Company Reversal: In response to the intense criticism, Cracker Barrel issued an apology, acknowledging it "could have done a better job sharing who we are and who we'll always be." The company ultimately announced it would scrap the new logo and keep the "Old Timer" design, stating that it had listened to its customers' voices. 

The incident highlights the potential risks for long-standing brands when they attempt to modernize and alienate the very customers who have helped build their identity. While the logo has been restored, Cracker Barrel reportedly plans to continue with other aspects of its rebrand, such as menu updates and restaurant remodels, though it remains to be seen how the company will navigate these changes without provoking further backlash. 

Go woke and go broke! 

Check out this hilarious parody video: 

Whoever made this fake Cracker Barrel ad should takeover SNL. Just too perfect. 😂😂😂 pic.twitter.com/vj36HfhYRY

— Robby Starbuck (@robbystarbuck) August 25, 2025