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Cracker Barrel Shares Lengthy Statement On Modern Rebrand
Cracker Barrel is hoping to clear the air following the recent drama surrounding its modern rebrand.
The southern-inspired restaurant chain stirred up controversy this year after 40 locations were remodeled and given a more modern look. Then, on August 19th, that controversy boiled over when the company unveiled a new logo that removed its beloved Uncle Herschel and barrel graphic. In the days that followed, people took to social media to share their anger over the changes, with many claiming Cracker Barrel had removed the vintage charm that earned its fanbase.
After a long silence, the restaurant finally spoke out about the rebrand, claiming its core values remain.
View this post on Instagram A post shared by Cracker Barrel (@crackerbarrel)
“A promise to our guests,” reads a post on Instagram. “If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel. We’re truly grateful for your heartfelt voices. You’ve also shown us that we could’ve done a better job showing who we are and who we’ll always be,” it continues.
The post goes on to say that “the values” that the company “was built on” have not changed. Since first opening in 1969, “hard work, family, and scratch-cooked food made with care” and “a place where everyone feels at home” have been—and still are—the most important parts of the brand.
“The things people love most about our stores aren’t going anywhere,” it adds. “Rocking chairs on the porch, a warm fire in the hearth, peg games on the table, unique treasures in our gift shop, and vintage Americana with antiques pulled straight from our warehouse in Lebanon, Tennessee.”
The post also notes that Uncle Herschel “is not going anywhere,” even if he’s not part of the logo.
The company defends its remodel by claiming it needs to remain relevant for new generations, which means it needs to show up “on new platforms and in new ways.”
“We take that responsibility very seriously. We know we won’t always get everything right the first time, but we keep testing, learning, and listening to our guests and employees,” the post ads before promising to remain a place for community and comfort.
“Uncle Herschel wouldn’t have wanted it any other way,” it concludes before thanking fans for “caring so much” that Cracker Barrel feels “like home.”
This story’s featured image is by GREGORY WALTON/AFP via Getty Images.
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