Cracker Barrel tried to reassure customers Monday that its values have remained the same after it received criticism following a new logo reveal and general brand refresh.
The company promised customers in a statement that while its logo may be different, its values — “hard work, family, and scratch-cooked food made with care’ — are not.
“You’ve shown us that we could’ve done a better job sharing who we are and who we’ll always be,” the statement read, adding that Cracker Barrel will remain “a place where everyone feels at home, no matter where you’re from or where you’re headed.”
Last week, the company unveiled a new logo that no longer features a man leaning against a barrel or the words ‘Old Country Store.’ Instead, it featured the company’s name, in a color scheme that it said was inspired by the chain’s scrambled eggs and biscuits.
The change was part of a ‘strategic transformation’ that aimed to update the chain’s visual elements, spaces, food and retail offerings. The company’s shares are down about 8.5% since the reveal ignited criticism, especially from those in conservative circles.
Donald Trump Jr., the president’s son, amplified a post Wednesday suggesting that the logo change was intended to erase the American traditions aspect of the branding and make it more general and lean into diversity, equity and inclusion efforts.
On Monday, the chain also shared an update on the man in the original logo, Uncle Herschel, who is said is still featured on menus and road signs and in stores.
‘He’s not going anywhere — he’s family,’ the company said in the statement.
Cracker Barrel said its focuses remain country hospitality and generous portions of food at fair prices. The refresh, it said, was to ensure the restaurant will be there for the next generation.
‘That means showing up on new platforms and in new ways, but always with our heritage at the heart,’ it said.
‘We know we won’t always get everything right the first time, but we’ll keep testing, learning, and listening to our guests and employees.’