Cracker Barrel Assures Customers Its Values Remain The Same Amid Logo Uproar

Cracker Barrel connected Monday tried to reassure customers that its values person remained nan aforesaid aft receiving disapproval pursuing a caller logo reveal and wide marque refresh.

In a statement, nan institution promised customers that while its logo whitethorn beryllium different, its values “hard work, family, and scratch-cooked nutrient made pinch care" — are not.

“You’ve shown america that we could’ve done a amended occupation sharing who we are and who we’ll ever be,” nan connection read, adding that Cracker Barrel will stay “a spot wherever everyone feels astatine home, nary matter wherever you’re from aliases wherever you’re headed.”

Last week, nan institution unveiled a caller logo that nary longer features a man leaning against a barrel, aliases nan words "Old Country Store." Instead, it featured nan company's name, successful a colour strategy that it said was inspired by nan chain's scrambled eggs and biscuits.

The alteration was portion of a "strategic transformation" that aimed to update nan edifice chain's ocular elements, spaces, nutrient and unit offerings. The company's shares plummeted astir 10% aft nan uncover and ignited criticism, particularly from those successful blimpish circles.

Donald Trump Jr., nan president's on, amplified a post Wednesday suggesting that nan logo alteration was intended to erase nan American traditions facet of nan branding and make it much wide and thin into diversity, equity and inclusion efforts.

On Monday, nan concatenation besides shared an update connected nan man successful nan original logo, Uncle Herschel, who they said is still featured connected menus, roadworthy signs and successful stores.

"He's not going anyplace — he's family," nan institution said successful nan statement.

Cracker Barrel said that its attraction remains generous portions of nutrient astatine adjacent prices and state hospitality. The refresh, it said, was truthful that nan edifice will beryllium location for nan adjacent generation.

"That intends showing up connected caller platforms and successful caller ways, but ever pinch our practice astatine nan heart," nan institution said.

"We cognize we won't ever get everything correct nan first time, but we'll support testing, learning, and listening to our guests and employees."