KINGSVILLE, MD—Butcher & Bay by Geresbeck’s is taking a swipe at Cracker Barrel over its recent rebranding disaster.
Earlier this month, Cracker Barrel Old Country Store, known for its nostalgic Southern charm, unveiled a $700 million rebranding effort that included a new text-only logo, modernized restaurant decor, and menu updates aimed at attracting younger, diverse customers.
The rebrand, led by CEO Julie Felss Masino, replaced the iconic “Uncle Herschel” and barrel imagery with a minimalist design, sparking widespread backlash from loyal patrons who called it “soulless” and “generic,” accusing the chain of abandoning its heritage.
On Tuesday morning, Butcher & Bay, located in Kingsville, posted the mock logo above with the caption, “New Logo…Might Delete Later. What do you think?! J/K (just kidding) thought we’d play along.”
“I love it! Just add a crab crawling up his pant leg,” quipped one commenter. “You win POST OF THE YEAR,” said another.
The Cracker Barrel controversy, amplified by bipartisan criticism and social media outrage, led to a 14-15% stock price drop, erasing nearly $100 million in market value, and prompted the company to admit it “could’ve done a better job” communicating its identity, highlighting the risks of alienating a devoted customer base.
