The Democratic Party and California Gov. Gavin Newsom’s press office have joined the growing backlash against Cracker Barrel’s contentious new logo redesign. The restaurant chain, based in Tennessee, unveiled its text-only logo as part of a rebranding effort earlier this week. The change, which eliminated the iconic image of a man resting on a barrel, has drawn widespread criticism from both conservative and liberal critics. The Democratic Party and Newsom’s media team took to social media to mock the change, echoing the style of former President Donald Trump. While the company emphasized that its values remain unchanged, the backlash highlights the emotional attachment many customers have to the original branding.
In a statement, a representative for Cracker Barrel told Fox News Digital that the company’s values had not changed, and that the heart and soul of the brand remained intact. They emphasized that Uncle Herschel, the iconic figure associated with the brand, remained central to the company’s identity. The spokesperson also noted that the new logo was designed to work across multiple platforms, including digital, billboards, and roadside signs. This rebranding effort has been part of a broader transformation of the company, which has been ongoing for several years.
Cracker Barrel Chief Marketing Officer Sarah Moore previously told Fox News Digital that the chain’s ongoing transformation incorporated not only customer feedback but also employee input. She said that the company was “listening” to what guests asked for, with examples including brighter lighting, less cluttered spaces, more booth seating, and more seating options. These changes were aimed at making the dining experience more comfortable for customers. Despite these efforts, the logo redesign has sparked a significant public reaction, with many customers expressing disappointment and nostalgia for the original branding. The controversy underscores the importance of visual branding in consumer perception and the strong emotional connection some customers have with the Cracker Barrel brand.