Cracker Barrel released a statement that it “could’ve done a better job” after receiving backlash for its new logo and remodeling of some of its restaurants.
The company shared a message on its website on Aug. 25 titled “Our Promise to You” in which it references complaints by Cracker Barrel fans about its new text-only logo and its remodeled restaurants. The changes are part of a modernization effort announced by the Tennessee-based company founded in 1969.
“If the last few days have shown us anything, it’s how deeply care about Cracker Barrel,” the company wrote. “We’re truly grateful for your heartfelt voices. You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be.”
Cracker Barrel added that its “values” have not changed and noted that the remodeling and refreshing of 50 to 60 of its roughly 660 restaurants does not mean changes to certain staples of the experience.
“The things people love about our stores aren’t going anywhere: rocking chairs on the porch, a warm fire in the hearth, peg games on the table, unique treasures in our gift shop, and vintage Americana with antiques pulled straight from our warehouse in Lebanon, Tennessee.”
The company also appeared to refer to the controversy over the changes to its graphics. The brand debuted a new logo on Aug. 19, marking the first time in 48 years that it was text-only and did not include the graphic of an old-timer in overalls leaning on a barrel, whom Cracker Barrel fans know as Uncle Herschel.
“We love seeing how much you care about our ‘old timer,’” the company wrote. “We love him too. Uncle Herschel will still be on our menu, on our road signs and featured in our country store. He’s not going anywhere — he’s family.”
The backlash to the changes has also hit Cracker Barrel’s bottom line. The company’s stock fell 7% on Aug. 21 amid the criticism.
Cracker Barrel added in its statement that while its logo change and remodels are “making headlines,” the chain is focused on the food. However, while appealing to a younger crowd it will be “showing up on new platforms and in new ways.”
“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,” the company wrote. “At the end of the day, our promise is simple: you’ll always find comfort, community, and country hospitality here at Cracker Barrel. Uncle Herschel wouldn’t have wanted it any other way.”
