Cracker Barrel, a well-known US restaurant chain specializing in Southern-style comfort food, has decided to abandon its recent logo change after receiving significant public backlash. The company announced on social media that it would retain its original logo, featuring the “Old Timer” figure, thanking customers for expressing their opinions.
The criticism followed the introduction of a new logo on August 19, which removed the iconic image of a man sitting in a chair next to a barrel and instead showcased only the company’s name. This change led to accusations that Cracker Barrel was straying from its traditional branding that resonates with its nostalgic image.
Former President Donald Trump publicly criticized the rebranding, calling for the company to revert to its previous logo and acknowledging customer feedback as an important factor for business decisions. He noted the potential for positive publicity and encouraged Cracker Barrel to leverage the situation to improve company management and brand perception.
Branding expert David Johnson commented on Cracker Barrel’s rebranding efforts, labeling it a failure and indicating that it conflicted with the established brand narrative that customers have come to expect. Following the logo announcement, Cracker Barrel’s shares reportedly dropped by around 7%.
In a statement released during the reversal announcement, Cracker Barrel emphasized its commitment to providing enjoyable dining experiences and maintaining its traditional values. The company, founded in 1969 in Lebanon, Tennessee, operates over 600 locations across the United States, typically featuring a welcoming front porch with rocking chairs and a gift shop. The menu includes popular Southern dishes such as mashed potatoes, hash brown casserole, and macaroni and cheese.
Source: https://www.bbc.com/news/articles/ce835lry896o?at_medium=RSS&at_campaign=rss