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Cracker Barrel’s decision to remove a beloved businessman from its logo has sparked fury across the United States.
The company announced earlier this week it would remove the likeness of Uncle Herschel, the real-life relative of the brand’s founder Dan Evins, from its iconic signage.
In the old emblem, Herschel was shown sitting on a wooden chair in front of the eponymous barrel.
But he is notably absent from the new logo, which features just the text of the brand name in a yellow hexagon.
The change is being keenly felt by fans of the restaurant, who knew Herschel as a ‘goodwill ambassador to the public’, per the company website.
His story resonated with the American public, as a flour salesman for 32 years who traveled across the South to general stores to make his living.
‘After his retirement, Herschel brought the long-standing tradition of being a good neighbor to each and every Cracker Barrel store,’ the company said.
‘He spent most of his working life bringing forth the important yet simple message of what makes a business successful – that people should be treated just as we would have them treat us. He was known throughout Cracker Barrel for his genuine sincerity.’
The company announced earlier this week that they would remove the likeness of Uncle Herschel, seen here, the uncle of brand founder Dan Evins, from their logo
Herschel was shown sitting on a wooden chair in front of the eponymous barrel, the new logo features just the text of the brand name in a yellow hexagon
The rebrand has sparked a firestorm of opposition online, reopening a new front in the culture wars over legacy brands changing images.
An announcement decreed the new logo is, ‘Anchored in Cracker Barrel´s signature gold and brown tones’.
It added that its logo is ‘now rooted even more closely to the iconic barrel shape and word mark that started it all.’
According to Cracker Barrel, this latest look marks the brand’s ‘fifth evolution’ of its logo to date.
It was unveiled as part of a campaign from the company called ‘All the More,’ which also advertises some new fall menu items.
As people raged online, the company’s share price tanked, wiping tens of millions of dollars from its value.
President Donald Trump‘s son Donald Jr even waded in on the controversy, taking to X to demand to know, ‘WTF is wrong with Cracker barrel’.
He quoted a post by the ‘Woke War Room’ that claimed the chain had ‘scrapped a beloved American aesthetic and replaced it with sterile, soulless branding.’
In a statement to the Associated Press, the company said: ‘Our values haven´t changed, and the heart and soul of Cracker Barrel haven’t changed.’
It added that Uncle Herschel ‘remains front and center in our restaurants and on our menu,’ as he represents ‘The Herschel Way’.
According to the company ‘The Herschel Way’ is ‘the foundation of how our 70,000 plus employees provide the country hospitality for which we are known.’
The new Cracker Barrel logo is seen in a restaurant after it was unveiled earlier this week
As backlash against the old-timey restaurant spread, President and CEO Julie Masino went on Good Morning America to defend the rebrand.
She told the outlet: ‘People like what we’re doing. Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow.
‘The things that you love are still there. We need people to choose us, and we want people to choose us.’
She added that the top question Florida-based managers asked her during a recent meeting was ‘How can I get a remodel, when can I get a remodel and how do I get on the list?’
President and CEO Julie Masino has become a target for those outraged over the change
The new Cracker Barrel logo is displayed on Thursday, Aug. 21, 2025, in New York
As the rebrand was revealed the stock price started to fall
Yet Daily Mail has revealed that workers took aim at Masino over slashing working hours and lowering food quality.
Staff vented over what they describe as poor management at the highest level of the company by airing their grievances on the employment review site Glass Door.
A crew member in Minnesota posted: ‘To the CEO Julie Masino, stop cutting our hours.
‘We are making less pay for more work when we are understaffed because you suck at bringing this dead company from its grave.
‘Stop lowering your food quality. No it is NOT a good idea to force your cooks to serve bacon that is over a day old. Bacon shouldn’t be saved overnight, believe it or not.’
One worker, who claims they are an Associate Manager at a branch in South Carolina, posted: ‘New leadership is driving the company down.
‘There is now nothing that makes Cracker Barrel any different from every other below-average restaurant chain.’
The company has yet to respond to the statements made by staff.
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