Cracker Barrel changed their logo to a more simplified and streamlined design as part of a brand update to modernize their image. The new logo removed the longtime mascot character "Uncle Herschel" seated beside a barrel, opting instead for a plain text-based design with a rustic color palette and a golden yellow border. This was intended to refresh the brand and adapt to digital platforms while maintaining core values.

However, the change sparked significant backlash from customers and conservative groups, who felt the new logo lacked warmth, nostalgia, and betrayed the brand's traditional identity. Critics on social media called it cold and sterile, and some even framed the change as a "woke" political statement. Former President Donald Trump and others publicly urged Cracker Barrel to revert to its old logo.

Faced with this reaction, Cracker Barrel announced it would discontinue the new logo and restore the original design featuring "Uncle Herschel," emphasizing that the company’s values and identity remain firmly rooted in its traditions of Southern hospitality and homemade meals. They expressed commitment to listening to customer feedback and ensuring the brand remains beloved by families.

In summary, Cracker Barrel changed their logo to modernize the brand but reverted it back after customer backlash prioritized preserving the nostalgic and traditional image associated with the original logo.