Erik Russell labored at Cracker Barrel for a number of years. Now a model designer, he warns the corporate is committing “one of many cardinal branding sins.”
Cracker Barrel has discovered itself at odds with its followers after eradicating “Uncle Herschel” from its brand. The corporate unveiled its revamped text-only design, sparking backlash and sinking its inventory value.
The unique 1969 brand was additionally text-only, however the 1977 addition of the now-iconic imagery grew to become a staple of its branding.
Whereas followers fear that the rebranding is an emblem of bigger cultural modifications within the firm, Cracker Barrel CEO Julie Felss Masino downplayed the criticism in an interview with “Good Morning America.”
Masino mentioned within the interview that the suggestions was “overwhelmingly constructive.” Masino additionally shared that managers of a number of areas have been asking for a rework, including that “the suggestions and the thrill is so good, not solely from our prospects, however from our staff members.”
The brand new Cracker Barrel brand is seen on a menu contained in the restaurant on Aug. 21, 2025 in Homestead, Florida. ( Joe Raedle/Getty Photos / Getty Photos)
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Erik Russell is aware of Cracker Barrel higher than most. As a former worker of practically 10 years, the restaurant has private that means for him.
“I labored there, principally, from the time I went out of highschool by after I completed school. So yeah, I imply, [it’s been a] large, large a part of my life,” Russell advised FOX Enterprise.
After the emblem change, Russell — who now works as a model designer — spoke in opposition to it in a now-viral publish on X wherein he mentioned the corporate was committing “model suicide.”
“I feel lots of people simply see Cracker Barrel as simply one other firm… however to me, the corporate was and is way more than that, you understand, based mostly on the values that the corporate represents to me, the people who I met there, the individuals I nonetheless know there and the experiences that I had there,” Russell advised FOX Enterprise.
Russell defined the modifications he noticed internally and the way the corporate moved away from representing “a extra conventional time in America.”
Cracker Barrel Outdated Nation Retailer’s exterior with an indication that includes its outdated brand that features “Uncle Herschel.” (Jeffrey Greenberg/Common Photos Group by way of Getty Photos / Getty Photos)
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The previous longtime Cracker Barrel worker mentioned that whereas attending Bob Jones College, he discovered the restaurant to be an awesome match, as the college had a rule in opposition to college students working at institutions that serve alcohol. Cracker Barrel didn’t have alcohol on its menu till mid-2020. Russell mentioned that this transformation “actually spelled the start of the tip for that period of Cracker Barrel tradition.”
The change in its alcohol coverage wasn’t the primary signal the corporate was entering into a distinct route. Russell recalled how Cracker Barrel modified its costume code for workers, going from requiring sure haircuts and trimmed facial hair to being extra relaxed. He admitted that the principles alone weren’t what made the corporate’s tradition, however somewhat it was a mix of things.
“Guidelines do not essentially have any magic to them, however I feel while you add all of these issues collectively, together with the attitudes inside the shop, the way in which the supervisor enforced the code of conduct, I feel you get an image of a spot that understood household values, understood conventional values, attracted a sure kind of clientele, attracted a sure type of worker,” Russell mentioned.
With regards to the symbolism of Cracker Barrel’s new brand, Russell mentioned it “requires loads of studying between the traces,” however that those that “know what to search for” will see it. As a graphic and model designer, he mentioned the emblem is way more than an emblem.
“There isn’t any such factor as ‘only a brand,’” Russell mentioned. “Whenever you first draw a brand, it would not matter how good that brand is technically, proper? It doesn’t suggest something. What makes a brand significant and what makes branding significant is the connection that that represents to your prospects.”
Diners consuming at a Cracker Barrel in Stuart, Fla. (Jeffrey Greenberg/Common Photos Group by way of Getty Photos / Getty Photos)
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Russell in contrast the Cracker Barrel rebranding to the introduction of Hole’s modified brand design, saying that prospects develop “a sure emotional attachment” to such iconic symbols.
Regardless of his disappointment with the modifications the corporate has made, Russell stays a Cracker Barrel fan and even ate there the identical day he spoke with FOX Enterprise. He mentioned that he often orders off-menu “as a result of if you know the way to substitute at Cracker Barrel, then you may get just about no matter you need.” He gave FOX Enterprise his recommendation on what to order.
“In the event you go on Sundays and get the homestyle rooster and substitute the biscuits for toast, you can also make a scrumptious fried rooster sandwich with tomatoes and lettuce and onions and all of the salad trimmings, that are free after which you may get your three sides.”
A Cracker Barrel restaurant in Dumfries, Virginia, US, on Tuesday, Could 21, 2024. (Nathan Howard/Bloomberg/Getty Photos / Getty Photos)
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In response to a FOX Enterprise request for remark, Cracker Barrel mentioned its values had not modified.
“Our values have not modified, and the guts and soul of Cracker Barrel haven’t modified. And Uncle Herschel stays entrance and middle in our eating places and on our menu. He’s the face of ‘The Herschel Means,’ the muse of how our 70,000-plus workers present the nation hospitality for which we’re identified,” Cracker Barrel mentioned in a press release.
“Cracker Barrel has been a vacation spot for consolation and group for greater than half a century, and this fifth evolution of the model’s brand, which works throughout digital platforms in addition to billboards and roadside indicators, is a call-back to the unique and rooted much more within the iconic barrel form and phrase mark that began all of it again in 1969.”
After the brand new brand was launched, Cracker Barrel skilled its worst dropping streak in months, as shares of Cracker Barrel (CBRL) tumbled greater than 12% on Thursday, the steepest drop since April, earlier than ending the session down greater than 7%. The drop erased over $90 million in market worth.
Fox Information Digital’s Amanda Macias contributed to this report.
