After causing a stir last week with the announcement that it would remove the “Old Timer” figure from its logo, Cracker Barrel announced Tuesday night that the man – sometimes known as “Uncle Hershel” – is here to stay.
“We thank our guests for sharing your voices and love for Cracker Barrel,” said an X post from the company. “We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain. 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. As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon.”
According to CBS News, Cracker Barrel lost $100 million in market value with the announcement last week. As of this July, Cracker Barrel was the 26th most famous dining brand tracked by YouGov.
Per its website, the restaurant chain was founded in 1969 in Lebanon, Tenn.
Founder Dan Evins wanted to “recreate the experience he loved in country stores from his childhood,” and the name Cracker Barrel refers to barrels that crackers used to be transported in that also served as a sort of “water cooler” meeting place. “Uncle Herschel” refers to Evins’ uncle.
“This is part of a big program they have to try to modernize Cracker Barrel and try to change a little bit the feel of the place, so they’re renovating the restaurants they’re changing the menu a little bit and then they went ahead and change the logo and in the logo change really set off this… controversy,” Tim Calkins, clinical professor of Marketing at Northwestern University’s Kellogg School of Management, who joined WWL’s Tommy Tucker to discuss the logo change this week.
Calkins noted that Cracker Barrel wasn’t doing well even before the change. He added that many companies make small changes to their logos over time to keep up with the times.
Other Audacy hosts also discussed the controversy last week, as well as news that Cracker Barrel locations might be updated with new interiors. Most of the pushback came from conservative commenters, including one notable voice: President Donald Trump.
“Cracker Barrel should go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before,” the president said Tuesday. “They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity.”
Trump also posted a version of the logo with himself in the “Uncle Hershel” spot that read “America First.” Once Cracker Barrel announced that it would walk back the logo change plans, Trump praised the company.
“Congratulations ‘Cracker Barrel’ on changing your logo back to what it was. All of your fans very much appreciate it. Good luck into the future,” he said on Truth Social. “Make lots of money and, most importantly, make your customers happy again!”