The Cracker Barrel Old Country Store logo is displayed on a large rooftop sign in Mount Arlington, New Jersey, on August 22, 2025. Cracker Barrel has a special place in the hearts of many Americans, offering country cuisine in a folksy “Old Country Store” setting complete with rocking chairs and occasional country music performances. But an attempt to rebrand the storied US chain has sparked a firestorm of opposition online and opened a new front in the culture wars around legacy brands seeking to update their corporate images (Photo by Gregory WALTON / AFP) Photo by GREGORY WALTON/AFP via Getty Images
GALLUP, N.M.—Travis, a New Mexico local, understands the nostalgic charm that draws people to the “Old Timer” logo featuring Uncle Herschel at Cracker Barrel restaurants.
It’s a familiar and reassuring sight, something you notice right away when you get off the highway, he said.
