Cracker Barrel Suspends Restaurant Remodels After Backlash

Cracker Barrel announced a full retreat Tuesday, suspending all restaurant remodeling after continued backlash against the company’s rebranding efforts.

The restaurant chain caved in late August over its modernized and minimalist logo, which ditched the detailed original logo along with its trademark “old timer” Uncle Herschel. In a statement Tuesday, Cracker Barrel announced it was fully retreating from its plans to remodel the interior of restaurants and that it had only redesigned four of 660 locations.

“We heard clearly that the modern remodel design does not reflect what you love about Cracker Barrel. We had tested this design in only four out of 660 locations, and we won’t continue with it,” the company said. “The vintage Americana you love will always be there — the rocking chairs on the porch, our fireplaces and peg games, unique treasures in our gift shop and antiques pulled straight from our warehouse in Lebanon, Tennessee.”

The proposed remodeling style featured more modern, minimalist furniture, white walls, and black chairs, a far cry from the original interior.

Immediately following the logo change in August, the company’s market value plummeted by almost $100 million, equating to a drop of $4.22, or 7.2%.

President Donald Trump weighed in on the rebranding, and called on the company to admit its “mistake.”

“Cracker Barrel should go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before…” the president wrote Aug. 26. “Make Cracker Barrel a WINNER again. Remember, in just a short period of time I made the United States of America the ‘HOTTEST’ Country anywhere in the World. One year ago, it was ‘DEAD.’ Good luck!”

Cracker Barrel co-founder Tommy Lowe also voiced his discontent with the company’s logo and its direction under CEO Julie Felss Masino. The 93-year-old businessman described the abandoned logo as “crazy,” “a bland nothing,” and “pitiful” during an interview with a local Nashville news station.

“It was just a country store for country people, and that’s what it is today. They just don’t understand,” Lowe said, criticizing the current leadership’s disconnect with the brand’s traditional image.