NEW YORK (AP) — Cracker Barrel is continuing its transformation. Additionally, some fans are upset that the barrel itself is no longer used in the chain’s new emblem.
Or, more accurately, the illustration that many people have come to connect with Cracker Barrel over time. Both the words “Old Country Store” and the man resting on that barrel have vanished. Instead, the new logo has a more straightforward design with the semi-updated form and the words Cracker Barrel inscribed on a gold background.
The Tennessee-based firm announced on Tuesday that the redesigned images, which are anchored in Cracker Barrel’s distinctive gold and brown hues, will be used on menus and marketing materials. “Our logo is now even more rooted to the iconic barrel shape and word mark that started it all,” Cracker Barrel continued.
Cracker Barrel claims that this most recent design represents the company’s fifth logo modification to date. It was unveiled as part of the company’s All the More promotion, which also promotes several new menu items for fall.
For a while now, Cracker Barrel has been working on a more comprehensive redesign. This entailed renovating its country-style eateries and retail establishments in addition to creating a new brand. By replacing earlier, more antique-filled designs with lighter paint and contemporary furniture, the company started to accelerate this makeover last year.
Established in 1969, Cracker Barrel currently runs close to 660 sites around the United States. People who were accustomed to the chain’s old appearance have been quick to criticize the new logo and online restaurant renovations.
According to a statement released by Cracker Barrel to The Associated Press on Thursday, “Our values and the heart and soul of Cracker Barrel haven’t changed.” The business went on to say that Uncle Herschel, the man from its previous design, is still prominently featured in our restaurants and menu because he stands for The Herschel Way, which is the cornerstone of how our 70,000+ staff deliver the rustic hospitality for which we are renowned.
By Thursday’s market close, Cracker Barrel Old Country Store’s stock had dropped more than 7%.
