Cracker Barrel is facing backlash after unveiling a new logo that drops the familiar character fans have cherished for decades. The company revealed a new text-only design this week, and fans were quick to voice their anger—sending the stock into a steep decline.
For decades, the smiling image of “Uncle Herschel” perched by a barrel symbolized the chain’s Southern charm. That imagery was added back in 1977, turning the original 1969 wordmark into the logo generations of customers came to know. Now, the decision to strip it away has many wondering if the company is abandoning its roots.
CEO Julie Felss Masino dismissed the uproar in an interview with Good Morning America, insisting the reaction has been largely positive. “The energy around this update has been incredible—from our guests and from our employees,” she said, noting that store leaders have been asking for updates that align with the refreshed look.
But not everyone is on board. Erik Russell, a former employee with nearly ten years at the company, slammed the redesign on social media, labeling it “brand suicide” — a comment that quickly went viral.
“This wasn’t just another restaurant for me,” Russell said. “I started working there right after high school and stayed through college. It played a major role in my life.”
Now a brand designer, Russell says the new logo isn’t just a cosmetic change—it’s a signal. He believes the company has been moving away from what he calls “a more traditional time in America.” Russell pointed to several cultural shifts inside the business, including Cracker Barrel’s 2020 decision to start serving alcohol. For him, that moment marked “the beginning of the end” for the old Cracker Barrel experience.
He also noted a relaxed employee dress code and looser grooming standards as additional signs of change. “It wasn’t just the rules—it was the whole atmosphere,” Russell explained. “It was a place that understood family values and drew in people who shared those values.”
As for the logo itself, Russell says it’s not “just a design.” In his words: “Logos carry meaning because of the connection customers feel. When you take that away, you risk breaking that bond.”
Cracker Barrel pushed back on criticism, saying its core identity is unchanged. “Our values and the heart of Cracker Barrel remain the same,” the company said in a statement, adding that Uncle Herschel is still featured inside restaurants and on the menu.
Wall Street wasn’t as forgiving. Shares of Cracker Barrel plunged more than 12% Thursday, erasing over $90 million in market value—its steepest single-day loss in months.