The Cracker Barrel brand is seen on a billboard outdoors of one in every of its eating places.
Paul Weaver | Lightrocket | Getty Pictures
The Outdated Nation Retailer look is again.
Cracker Barrel introduced Tuesday that it was suspending all restaurant remodels, the most recent chapter within the controversy over its rebranding that reached so far as the Oval Workplace.
The restaurant chain first ignited a firestorm when it introduced its new brand in late August, which disposed of its “Uncle Herschel” character and removed the phrases “Outdated Nation Retailer” for a sleeker look. That change confronted widespread backlash on social media, together with from President Donald Trump, who posted on Reality Social that it was “a mistake.”
Together with the brand rebrand, the corporate had additionally been planning to replace the look of its eating places. The chain stated it had examined its extra fashionable structure in solely 4 out of 660 areas, however that buyer suggestions has prompted it to halt the method utterly.
“We heard clearly that the trendy rework design doesn’t replicate what you like about Cracker Barrel,” the corporate stated in a press release. “The classic Americana you like will all the time be right here — the rocking chairs on the porch, our fireplaces and peg video games, distinctive treasures in our present store and antiques pulled straight from our warehouse in Lebanon, Tennessee.”
Cracker Barrel is amongst a number of corporations which have lately confronted pushback from prospects for reforms starting from title adjustments to brand redesigns.
Every week after it unveiled its new brand, Cracker Barrel introduced it was returning to the outdated model, sending its shares up greater than 8% in at some point.
The restaurant chain’s rebranding effort traces again to its “strategic transformation plan” unveiled in 2024, which included “evolving the shop and visitor expertise.” On the time, Cracker Barrel stated it will rework 25 to 30 shops in fiscal 2025.
“In fact, we are going to proceed to put money into our eating places to ensure that they’re in fine condition and meet your expectations,” Cracker Barrel stated in its Tuesday assertion.
