What likely started as a routine refresh spiraled into a political storm that went all the way to the US president
It was supposed to be a simple rebrand – or so Cracker Barrel thought.
Earlier this month, the 56-year-old southern restaurant chain known for its country-store charm and nostalgic Americana aesthetic unveiled a new look: a minimalist logo, more modern interiors and a handful of new menu items.
Gone was the familiar image of “Uncle Herschel”, the old man in overalls leaning against a wooden barrel. Also dropped were the words “Old Country Store”. In their place: a pared-down gold background with the words “Cracker Barrel”.
It was the chain’s fifth logo change in its history and part of a broader push to stay relevant and attract young customers amid declining sales.
