Some critics declared the new logo went "woke" for removing the character known as "Uncle Herschel," who sat on the titular cracker barrel, meant to invoke the imagery of an old-fashioned general store. The new logo simplified the brand's text design and placed it inside a barrel-shaped outline.

Cracker Barrel stock falls over 10% after logo change sparked customer outrage by nixing Uncle Herschel figure for tex-only design, alienating core customers