Shares of Cracker Barrel Old Country Store surged more than 8% on Wednesday after the company announced it would scrap its new logo and return to the original design. The reversal came following widespread criticism on social media, strong customer feedback, and even public pressure from President Donald Trump. The move nearly erased the stock’s earlier losses tied to the rebranding controversy.
Return to the Original Logo
In a statement released Tuesday, Cracker Barrel confirmed that the classic “Old Timer” logo would remain in place. “We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain,” the company said. The decision followed Trump’s remarks urging the chain to restore its original branding, which he later praised as a victory for customer loyalty.
Political and Public Pressure
President Trump wrote on social media that 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.” After the announcement, he congratulated the company, saying fans appreciated the move and encouraging the business to “make lots of money and, most importantly, make your customers happy again.” White House deputy chief of staff Taylor Budowich also noted that the company had directly thanked the president for his involvement.
Details of the Rejected Redesign
The short-lived new logo removed the image of “Uncle Herschel” leaning against a barrel, a staple of Cracker Barrel’s identity, leaving only the words “Cracker Barrel” over a yellow barrel outline. It also eliminated the phrase “Old Country Store.” While colors inspired by eggs and biscuits were retained, critics called the redesign “generic,” “soulless,” and “bland.” Some conservatives accused the brand of going “woke” by abandoning its traditional look.
Public Opinion and Market Impact
A YouGov poll of 1,000 adults conducted over the weekend showed 65% of Americans were aware of the logo change, and 76% preferred the original version. The backlash quickly became a cultural flashpoint, forcing Cracker Barrel to clarify that the branding update would not have altered the company’s values or service. By reverting, the company reassured customers of its commitment to “delicious food, warm welcomes, and the kind of country hospitality that feels like family.”
Conclusion
Cracker Barrel’s quick reversal underscores the power of customer sentiment in shaping corporate decisions. The company’s reaffirmation of its traditional branding appears to have reassured both investors and loyal patrons, helping its stock rebound and reinforcing its identity as a classic American institution.
