Embedded Files
By: Charlotte Gargiulo and Kyndal Shafer 9/10/25
Remember that farmer sitting on a chair next to a barrel on that one country breakfast sign? Well, that restaurant, Cracker Barrel, is planning to take all of that away. Since this change, Cracker Barrel has faced some consequences that have affected the 56-year-old chain business.
Cracker Barrel announced its new logo on August 18th, 2025, and got immediate feedback from the world. This backfired since most preferred the nostalgia of the previous sign. The man on the sign, “Uncle Herschel,” has been there since 1977, and many people all over the U.S. are unhappy that he has been removed from the sign. Although “Uncle Herschel” wasn’t the only thing they were planning to get rid of, they were planning on taking away the old soda barrel from the sign as well. In addition to removing almost everything from the sign, they also planned to remove all the antiques from the restaurant. However, this wasn’t the only thing that ultimately affected the chain's business decision.
The old Cracker Barrel sign.
The old sign vs. the new sign
When Cracker Barrel changed its logo, it ultimately lost over $100 million in stock market value. Cracker Barrel's share in the stock market also decreased by over 10% due to the logo change. Despite the retaliation of people around the world commenting about the new logo and its stock market value, Cracker Barrel admits it could have done better. Myles Clark, a 7th-grade student at EJHS, states, “I feel like the old one is good.” Cracker Barrel has also apologized for angering some people with the release of their new logo. After Cracker Barrel had made that statement, they had a hard but beneficial decision to make.
After the plummet in the stock market, feedback from people all over the world, and lots of thinking, Cracker Barrel has concluded on the decision to go back to its previous logo. Although they wanted to have a new “modern” look to attract more generations of customers, keeping it could have made their visitor and business percentage go further down. Many people had feedback about the newer sign that Cracker Barrel was going to use, including Aubriana Collins, a 7th-grade student at EJHS, who states, “It was so simple.” Although this conflict about the new logo has been difficult for the business, Cracker Barrel believes that this has shown that many people do care about Cracker Barrel, especially their logo.
The Cracker Barrel signs throughout the years.
Overall, the logo change for Cracker Barrel hasn’t been going to their plan, but many are glad that they’ve changed it back to the old logo. Though trust will be hard to gain back, the old logo brings back so many good old memories.
Page updated
Report abuse