Beloved breakfast chain Cracker Barrel recently dropped a new logo without warning, which befuddled its loyal customer base. One server says the impact on her bottom line was severe.
TikTok user @jarectm posted a photo earlier this week that shows the impact of the chaotic rebrand on her tips. “My tips the day Cracker Barrel dropped its new menu and new logo,” she wrote in the on-screen text.
The photo is of the restaurant’s POS system, which is open to a summary of @jarectm’s checkout for the day. The total is hidden under the on-screen text, but at least eight of the tables left zero dollars in tip. The tips that the TikToker did get are almost all under $6.
In the caption, Jarectm wrote, “I served how I usually do. And I didn’t even notice the logo change until a customer asked what I thought about it.”
Servers say it’s not their fault
In the comments, viewers responded to Jarectm’s misfortune. Others questioned why customers feel their server is the one to blame for the company’s business decisions.
“They still eating there, though?” wrote one viewer. “How are the servers to blame?”
A Cracker Barrel server agreed. “I made $90 last night—1:30 p.m. to close,” they wrote.
Another server wrote, “I swear all the people I served yesterday just came in to fuss and I had one say they weren’t coming back. And I’m like, I am sorry. This isn’t my fault. I am about to write the home office number down and give it to them. And by the way, I only made $45 for a 9 a.m. to 2 p.m. shift yesterday. It’s bad.”
Just how bad are those figures? Well, one former Cracker Barrel server said they can’t believe their eyes. “I used to make $700 in two days when I worked there,” they wrote. “I am so sorry.”
Not everyone agreed that Cracker Barrel was previously known for great tips. “People tip terrible at the Barrel,” wrote one person.
Cracker Barrel apologizes…but stands by rebrand
Among customer complaints is that the Uncle Herschel character and the “old country store” tagline were completely removed. That leaves behind just the Cracker Barrel text by itself. CNBC reports that Cracker Barrel apologized for the clumsy rollout of the new logo on Monday, but said it is still committed to its founding principles of “comfort, community, and country hospitality.”
It appears the new logo is here to stay, and the Cracker Barrel team assured its fanbase that Uncle Herschel isn’t going anywhere either. “Uncle Herschel will still be on our menu, on our road signs, and featured in our country store. He’s not going anywhere—he’s family.”
The Mary Sue reached out to Jarectm via TikTok comment and direct message for comment.
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