Just days after doubling down on their disastrous rebranding efforts, Cracker Barrel has released a public statement addressing the backlash.
The company came just shy of apologizing, using the opportunity to instead promise fans that their values and mission haven’t changed like their logo.
“If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel,” the “promise to our guests” began.
“We’re truly grateful for your heartfelt voices. You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be,” it continued.
“What has not changed, and what will never change, are the values this company was built on when Cracker Barrel first opened in 1969: hard work, family, and scratch-cooked food made with care. A place where everyone feels at home, no matter where you’re from or where you’re headed. That’s the Cracker Barrel you’ll always find.”
Next, the company highlighted some of the elements they’d be keeping, including, “rocking chairs on the porch, a warm fire in the hearth, peg games on the table, unique treasures in our gift shop, and vintage Americana with antiques pulled straight from our warehouse in Lebanon, Tennessee.”
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They also discussed how the man with the barrel from their logo wouldn’t be disappearing completely either.
“Uncle Herschel will still be on our menu (welcome back Uncle Herschel’s Favorite Breakfast Platter), on our road signs, and featured in our country store. He’s not going anywhere — he’s family.”
The statement said, “We know we won’t always get everything right the first time, but we’ll keep testing, learning, and listening to our guests and employees. At the end of the day, our promise is simple: you’ll always find comfort, community, and country hospitality here at Cracker Barrel.”
Previously, Cracker Barrel CEO Julie Felss Masino said during an appearance on “Good Morning America” that feedback has been “overwhelmingly positive.” Several days later, a company spokesperson addressed mounting backlash by saying it was part of a “vocal minority.”
Despite the company rep claiming detractors were in the “minority,” Cracker Barrel lost roughly $100 million in market value on Thursday following the announcement of the new logo. Social media is still flooded with negative comments and pleas for the restaurant to revert to how it was before.
