Dan Evins, founder of Cracker Barrel, built the store’s reputation on recreating the country store experience he remembered from childhood — antique decorations, old-fashioned candy and Southern comfort food.
Since 1977, the brand had used the same logo: a man in overalls, called “Old Timer,” sitting on a barrel beside the words “Cracker Barrel Old Country Store.” In August, the company unveiled a modernized logo, removing the man, the barrel and the “Old Country Store” name. What remained was a simplified golden-yellow barrel shape with “Cracker Barrel” written in a plain dark brown font.
The redesign aimed to help the chain stay relevant with younger diners, but it was met with swift backlash from loyal customers and former executives.
Facing mounting pressure, Cracker Barrel announced it would restore the beloved familiar figure of “Old Timer” to its branding.
The move came during a difficult stretch for the company. Cracker Barrel’s stock has fallen nearly 70% over the past five years.
As of Sept. 1, shares trade at $55.39, down from their $147.91 peak in April 2021. Its market cap has shrunk to $1.27 billion, compared with $3.84 billion in 2018. CEO Julie Felss Masino admitted the chain was “just not as relevant as [it] once [was].”
Cracker Barrel began reinventing its 660 restaurants with simpler décor, brighter interiors, new seating and discounted dinner specials from 4 to 6 p.m. — a bid to attract younger consumers who prefer earlier dining and better value. The company also refreshed its fall menu, launched new commercials and introduced seasonal dishes.
The logo redesign was meant to cap off this rebranding effort, but many felt it went too far. Longtime customers, primarily baby boomers who had grown with the brand, argued the redesign stripped away the chain’s rustic roots.
Former executive Charles “Tommy” Lowe told News Channel 5 Nashville that the logo was “bland” and “pitiful,” and said it erased Evins’ vision of “a place that is home when you’re far away from home” with candy jars, pot-bellied stoves and “simple, honest country food.”
The criticism quickly spread across social media, where many accused the brand of discarding an important piece of American cultural heritage. The controversy sent shares tumbling by $10 after the announcement on Aug. 18.
It also escalated into a cultural flashpoint, with critics on the right accusing the company of going “woke” by abandoning tradition. President Donald Trump publicly urged Cracker Barrel to reverse course.
“Marketers used to have complete control over their brands,” advertising consultant Brian Wieser said. “Now, scenarios like this can destroy them [in a matter of days].”
