UPDATE: Cracker Barrel has reversed its branding decision and is reinstating its classic logo just hours after President Donald Trump urged the company to do so, stating that it would be “great for business.” The announcement came on July 25, 2023, highlighting the rapid fallout from a minimalist rebranding that incited backlash from many customers and political figures.
In a post on X (formerly Twitter), Cracker Barrel expressed gratitude to its patrons, emphasizing, “We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have.” The company confirmed it would revert to its beloved “Old Timer” logo, stating, “At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family.”
Earlier in the day, the White House shared a politically charged mock-up of the old logo featuring Trump, captioned, “Go work, go broke.” This post coincided with Trump’s direct remarks on Truth Social, where he urged Cracker Barrel to abandon its new design, which had cost the company nearly $100 million in market value since its unveiling.
Trump remarked, “Cracker Barrel could get a billion dollars in free publicity if they play their cards right. Have a major news conference today. Make Cracker Barrel a WINNER again.” His comments reflect an ongoing culture clash that has become emblematic of America’s polarized political landscape.
The rebranding, which omitted the iconic character Uncle Herschel and the phrase “Old Country Store,” was initially positioned as a refreshed dining experience. However, Cracker Barrel soon faced intense criticism from a vocal minority, mainly from right-leaning influencers who labeled the change as part of a broader “woke” agenda. Critics pointed out CEO Julie Felss Masino’s past initiatives, such as incorporating pride-themed decor, as evidence of the company’s shift away from traditional values.
As Cracker Barrel’s leadership acknowledged the backlash, they noted in a statement that the rollout could have been handled better. The company initially insisted on maintaining the new logo despite the negative reception, claiming that most guests were “overwhelmingly positive” about the changes.
Now, with the decision to revert to the old logo, Cracker Barrel faces a critical moment of recovery and public relations rebuilding. The company is poised to regain customer trust, but the question remains: will this branding shift satisfy both sides of the debate?
As Cracker Barrel embarks on this new chapter, the implications of this decision will be closely monitored. Customers and political commentators alike are eager to see how this will affect the company’s future and whether it will truly resonate with its core demographic.
Stay tuned for updates as this story develops.
