Cracker Barrel tried to assure customers on Monday that their values have remained the same after receiving criticism after a new disclosure of the logo and the general update of the brand.
In a statement, the company promised customers that, although its logo may be different, their values ”hard work, family and cooked foods to carefully manufactured”, they are not.
“You have shown us that we could have done a better job sharing who we are and who will always be,” said the statement, adding that Cracker Barrel will continue to be “a place where everyone feels at home, no matter where you are or where you are going.”
Last week, the company presented a new logo that no longer presents a man supported against a barrel, or the words “Old Country Store”. Instead, it presented the company’s name, in a color scheme that, he said, was inspired by the eggs and cookies scrambled in the chain.
The change was part of a “strategic transformation” that aimed to update the visual elements of the restaurant chain, spaces, food and retail offers. The company’s actions collapsed around 10% after revelation and lit the criticism, especially those of the conservative circles.
Donald Trump Jr., President ON, amplified a position on Wednesday suggesting that the change of logo was intended to erase the appearance of the American traditions of the brand and make it more general and rely on the efforts of diversity, equity and inclusion.
On Monday, the chain also shared an update on the man in the original logo, Uncle Herschel, who said that still appears in menus, road signs and stores.
“Not anywhere, it’s family,” said the company in the statement.
Cracker Barrel said that his approach remains generous portions of food at fair prices and hospitality in the field. The update, he said, was for the restaurant to be there for the next generation.
“That means appearing on new platforms and new ways, but always with our inheritance in the heart,” said the company.
“We know that we will not always do everything well the first time, but we will continue to try, learn and listen to our guests and employees.”
