Change in Cracker Barrel's logo prompts criticism, with a former long-term employee claiming it undermines a sense of nostalgia

Cracker Barrel Old Country Store, the iconic American restaurant chain known for its country hospitality, has unveiled a new logo, causing a stir among fans and investors. The new design, a fifth evolution of the brand's logo, harks back to the original, rooted in the iconic barrel shape and word mark, but with a modern twist.

The new text-only logo is designed to be more versatile, adapting to the digital age and appealing to a broader audience. However, the move has not been received positively by all. Cracker Barrel's stock price has sunk, erasing over $90 million in market value, following the logo change backlash.

Erik Russell, a former Cracker Barrel employee who worked at the company for nearly a decade, spoke against the logo change in a viral post. He compared the rebranding to the introduction of Gap's changed logo, stating that it felt like a betrayal to the brand's heritage.

One of the most contentious aspects of the new logo is the absence of "Uncle Herschel," the face of "The Herschel Way," the foundation of how Cracker Barrel's 70,000-plus employees provide country hospitality. While "Uncle Herschel" is no longer featured in the logo, he remains front and center in their restaurants and on their menu.

Cracker Barrel CEO Julie Felss Masino downplayed the criticism in an interview with "Good Morning America," stating that the company's values and the heart and soul of the company have not changed. Masino also mentioned that the feedback on the new logo has been "overwhelmingly positive."

Despite the controversy, Cracker Barrel is not backing down. The new logo was designed to work across digital platforms, billboards, and roadside signs, ensuring that the brand remains visible and accessible to its customers.

Manager of several Cracker Barrel locations have also asked for a remodel, indicating a desire for a more modern look and feel. However, it remains to be seen how these changes will impact the brand's iconic image and the loyalty of its customers.

For those still craving a taste of the classic Cracker Barrel experience, former employee Erik Russell has some advice. He recommends ordering the fried chicken sandwich with specific substitutions, a favourite of his during his time at the company.

As the dust settles on this rebranding controversy, Cracker Barrel remains committed to its country roots and the hospitality that has made it a beloved part of American culture. The company has responded to a FOX Business request for comment, stating that it is listening to its customers and will continue to evolve to meet their needs.