OAN Staff Abril Elfi
5:47 PM – Tuesday, August 26, 2025
Cracker Barrel has announced it will be returning to its old logo after facing backlash from customers regarding its new logo.
On Tuesday, the restaurant chain announced it would be returning to its old logo, keeping the “Old Timer” in place.
“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,” it stated.
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“At Cracker Barrel, 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. As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon,” it continued.
Deputy White House Chief of Staff Taylor Budowich expressed his gratitude on social media for an earlier call with Cracker Barrel.
“They thanked President Trump for weighing in on the issue of their iconic ‘original’ logo,” he wrote. “They wanted the President to know that they heard him, along with customer response (the ultimate poll), and would be restoring the ‘Old Timer.’ So smart! Congrats, Cracker Barrel and America!”
President Donald Trump also took to social media to congratulate them following the restaurant’s decision to maintain their original logo.
“Congratulations ‘Cracker Barrel’ on changing your logo back to what it was. All of your fans very much appreciate it,” he wrote. “Good luck into the future. Make lots of money and, most importantly, make your customers happy again!”
The restaurant chain’s logo redesign was a part of the company’s $700 million modernization plan. The money will also go towards updating the restaurant interiors and providing new menu offerings.
On their website, Cracker Barrel had originally issued a statement addressing the new logo and why they chose to forgo the classic illustration of a man known as Uncle Herschel for a simplified text-only logo.
“We love seeing how much you care about our ‘old timer.’ We love him too. Uncle Herschel will still be on our menu (welcome back Uncle Herschel’s Favorite Breakfast Platter), on our road signs and featured in our country store. He’s not going anywhere — he’s family.”
After the restaurant chain replaced its logo, Cracker Barrel lost almost $100 million in market value.
Cracker Barrel’s stock price dropped $4.22 on Thursday, a 7.2% decline, ending the day at $54.80 per share. That fall wiped out about $94 million from the company’s overall value. Earlier in the day, the stock went as low as $50.27, which at that point meant the company had temporarily lost nearly $200 million in value.
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