After facing a strong “culture war” sparked by the change of its logo, the American chain restaurant Cracker Barrel announced on Tuesday (August 26) that it will keep its old logo that has been in use for decades. Following this decision, President Trump congratulated Cracker Barrel for reverting back to their original logo.
“We thank our customers for sharing your voices and love for Cracker Barrel,” the company said on the social media platform X on Tuesday. “We promised we would listen, and we did. Our new logo will no longer be used, and the ‘Old Timer’ will be kept.”
While announcing this decision, Cracker Barrel also expressed hope that customers would visit them again.
“At Cracker Barrel, we are always – and will forever be – committed to providing delicious food, warm welcomes, and the cozy hospitality of a family. As a proud American restaurant, our 70,000 hard-working employees look forward to your return.”
President Trump praised the chain restaurant’s latest decision on his social media platform “Truth Social.”
“Congratulations to Cracker Barrel for reverting back to your original logo. All your fans are very appreciative. Wishing you future success! Make more money, and most importantly, make your customers happy again!” the President said.
The new logo recently released by Cracker Barrel removed the image of “Uncle Herschel” in work pants leaning on a barrel from the old logo, retaining only the words Cracker Barrel with a font change. Fans of the restaurant expressed disappointment on social media following this change.
According to Agence France-Presse, the American family-style chain restaurant has seen a loss of millions of dollars in market value since unveiling the new logo last week, with right-wing individuals criticizing its “awakening.”
Republican Federal Congressman Byron Donalds stated on X platform, “The logo of Cracker Barrel is iconic, their distinctive restaurants are symbols of American culture, and no one is asking for this ‘awakening’ brand reshaping. It’s time to make Cracker Barrel great again.”
This event ultimately caught the attention of President Trump, who earlier on Tuesday on “Truth Social” said, “Cracker Barrel should revert to the old logo, recognize the error based on customer feedback (ultimate poll), and manage the company better than ever before. If they handle things correctly, they can get billions of dollars worth of free publicity. Although it’s a tricky operation, this is a great opportunity.”
A few hours after Trump made the above urging, the company announced the return to the old logo.
Following the announcement of the logo change back, the company’s stock price dropped by approximately 4% in five days, but after announcing the restoration of the old logo on Tuesday, the stock price rose by 7% after hours.