Cracker Barrel Old Country Store said Tuesday it will scrap its newly unveiled logo and keep the longtime “Old Timer” image, following days of criticism from customers and commentators. The company thanked guests for their feedback and framed the move as part of its promise to listen.
In its statement, the restaurant chain wrote: “We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain. At Cracker Barrel, it’s always been — and always will be — about serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family. As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon.”
Shares rose about seven percent in after-hours trading after the announcement, which came amid widespread online reaction and political commentary about the rebrand, according to Reuters. The reversal follows a week of scrutiny over the company’s effort to modernize its look.
What’s next: The company has not detailed timing for updating signage or materials. Additional information is likely to come through official corporate channels.
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