Cracker Barrel Is Reversing Its Rebrand, Bringing Back the 'Old Timer' Logo After Backlash: 'Proud American Institution' Cracker Barrel unveiled a new logo last week that had social media (and President Donald Trump) aghast.
By Erin Davis Edited by Sherin Shibu
Key Takeaways
- Cracker Barrel unveiled a new logo last week.
- The design fueled extensive online backlash.
- The company announced late Tuesday that it was scrapping the new logo and bringing back the "Old Timer."
A logo rebrand not going so well is not uncommon — just ask Jaguar, or GAP, or Facebook in the aughts. And last week, after Cracker Barrel unveiled a new logo with a cleaner-looking font and the removal of the old man, the barrel, and the phrase "Old Country Store," it can now be added to that list.
Social media wasn't kind about the rebrand, with everyone from President Donald Trump to rival restaurants like Steak 'n Shake weighing in. It was Cracker Barrel's fifth rebrand in its 56-year history.
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And now it is no more. After initially doubling down on the logo, with a lengthy statement on its website on Monday, noting that the design may change but the "vintage Americana" will remain, the company completely reversed course hours later, saying it was reverting to the old logo.
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.
— Cracker Barrel (@CrackerBarrel) August 26, 2025
At Cracker Barrel, it's always been – and always will be – about serving up delicious food, warm… pic.twitter.com/C32QMLOeq0
"We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have," the company posted on social media. "Our new logo is going away, and our 'Old Timer' will remain."
The new logo, now scrapped. Cracker Barrel
A Cracker Barrel restaurant, featuring the company's old logo, in Sterling, Virginia, US, on Tuesday, Aug. 26, 2025. Al Drago/Bloomberg | Getty Images
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The change was part of a wider, forward-facing company update.
Cracker Barrel has updated the interior of many of its restaurants, which previously displayed antiques in a maximalist design, and now features more neutral paint colors and modern furniture. A company representative told Country Living last year that 25-30 stores would be getting the refresh.
"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," the new statement continued. "As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon."
