Cracker Barrel responds to backlash over new logo and rebranding

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Cracker Barrel responded Monday to backlash over its new logo, which drops the “Uncle Herschel” character and the phrase Old Country Store, leaving only the name against a yellow barrel outline. Critics called the rebrand bland and un-American, sparking social media outrage and a 7% stock drop last week. The company reassured customers that Uncle Herschel will remain on menus, signage, and in stores, and that its signature décor—rocking chairs, fireplaces, and vintage Americana—will stay, CNBC has reported. Cracker Barrel emphasized its values and focus on food and hospitality, saying it will “keep testing, learning, and listening.”