UPDATE: Cracker Barrel has just announced a dramatic reversal, reinstating its previous logo only hours after President Donald Trump urged the chain to do so. The Tennessee-based restaurant, known for its country-style dining, faced significant backlash over its recent rebranding, which some critics labeled as a “woke” initiative.
In a statement released on Tuesday via X, Cracker Barrel expressed gratitude to its customers, stating, “We thank our guests for sharing your voices and love for Cracker Barrel.” The company confirmed, “Our new logo is going away, and our ‘Old Timer’ will remain.” This swift decision reflects the chain’s desire to respond to customer sentiment and restore its traditional identity.
Earlier, the White House chimed in, backing Trump’s remarks on Truth Social. Trump asserted that returning to the old logo would be beneficial for business, claiming Cracker Barrel could receive up to $1 billion in free publicity if they managed the situation correctly. He urged the company to hold a “major news conference” to announce their return to the iconic design.
The backlash surrounding the new logo, which omitted the beloved character Uncle Herschel and the phrase “Old Country Store,” had significant financial repercussions. Just a day prior, Cracker Barrel acknowledged that the rebranding had cost them nearly $100 million in market value. A spokesperson had previously claimed the company received positive feedback from most customers, but the vocal minority opposing the change included influential MAGA figures who perceived the rebranding as part of broader “woke” trends.
As the situation unfolds, Cracker Barrel’s CEO, Julie Felss Masino, faces scrutiny for previous initiatives, including Pride-themed renovations. Critics have suggested replacing Uncle Herschel with popular cultural figures like actress Sydney Sweeney to appease their base.
The return to the old logo is not merely a cosmetic change; it signifies a larger dialogue about brand identity and customer loyalty in a polarized political landscape. This development highlights how quickly public sentiment can influence corporate decisions, particularly in an era where social media amplifies voices on both sides.
As Cracker Barrel moves forward with its decision, industry watchers will be looking closely at how this reversal affects their business and customer relations in the coming weeks. Stay tuned for further updates on this evolving story.
