Overview

• The new identity drops the seated old man and barrel for a simplified yellow barrel shape behind the wordmark.
• Cracker Barrel told Forbes that the Uncle Herschel character remains front and center in restaurants and on the menu.
• Conservative backlash on social media labeled the change as “woke,” drawing further attention as Hillsdale College’s tweet drew rebukes and influencers amplified criticism.
• CEO Julie Felss Masino has said the goal is to move the brand out of customers’ “rearview mirror” as part of a wider refresh spanning remodels and updates after traffic declines.
• Coverage remains divided on consequences, with The Daily Wire reporting a roughly $200 million market value hit, some commentators calling the uproar free publicity, and critics blaming outside firm Prophet for a heritage disconnect.