On 20 August, 2025, American restaurant chain Cracker Barrel released its new identity to the world, and what followed was a rebrand backlash for the ages. At the centre of the controversy was a new logo design which sported a minimalist aesthetic and, more pressingly, the erasure of iconic old-timer good ol' Uncle Herschel. Critics demanded justice be served, and at last, in the year of our Lord 2026, it cometh.
After a messy fallout, Cracker Barrel's CEO Julie Felss Masino is stepping down from her role, soon to be replaced by the CEO of Bloomin' Brands, David Deno. Regardless of how you feel about the controversial rebrand, one pressing issue has reared its head. A bad logo can now cost you your job.
