The Cracker Barrel chain will return to its old logo, after a brief attempt last week at a streamlined rebrand at the Southern food chain prompted widespread anger among conservatives online and criticism from President Trump.
“We thank your guests for sharing your voices and love for Cracker Barrel,” Cracker Barrel said in a statement on X. “We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain. 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.”
“As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon,” the company added.
The controversy began last week, when the chain rolled out a new logo that dropped its “Uncle Herschel” mascot, an older man leaning against a barrel.
Some on the right claimed the change was because the longstanding Southern chain had suddenly gone “woke.”
“[W]e must break the Barrel,” conservative activist Chris Rufo declared Thursday. “It’s not about this particular restaurant chain – who cares – but about creating massive pressure against companies that are considering any move that might appear to be ‘wokification.’ The implicit promise: Go woke, watch your stock price drop 20 percent, which is exactly what is happening now.”
“She is destroying a great American brand,” MAGA influencer Benny Johnson told CNN of Cracker Barrel’s CEO, claiming the logo change had “erased the white guy” from the company’s branding.
Soon, the Trump administration joined the pile-on.
“Cracker Barrel should go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before,” the president wrote on his social media site Truth Social on Tuesday.
“They got a Billion Dollars worth of free publicity if they play their cards right,” he added. “Very tricky to do, but a great opportunity. Have a major News Conference today. Make Cracker Barrel a WINNER again.”
This morning, the Trump administration posted a play on the logo controversy on X featuring a cartoon Donald Trump leaning against a barrel next to a sign reading ‘America First’ in the brand’s signature brown and orange colors.
This is a breaking news story and will be updated with new information.
