US EditionCracker Barrel scraps new logo design, keeps 'Old Timer' after outrage from customers, Trump
Cracker Barrel reversed its recent rebranding after losing nearly $100 million in market value due to customer backlash, reaffirming its commitment to traditional brand values.
- Cracker Barrel Old Country Store reversed its new logo change on August 26, 2025, announcing it will keep the decades-old 'Old Timer' design across its 660-plus restaurants in 43 states.
- The reversal followed a $700 million modernization plan unveiled on August 19 that removed 'Uncle Herschel' and the barrel from the logo, prompting widespread backlash from customers and conservatives including President Trump.
- After the logo change went viral last week, Cracker Barrel faced criticism online, a stock price drop, and public pressure, leading the company to state on Facebook that they listened to guest feedback and restored the old logo.
- Trump expressed his approval on Truth Social following the company's reversal, noting the positive response from supporters, while Cracker Barrel reaffirmed its dedication to offering tasty food, friendly service, and genuine country hospitality.
- The logo rollback highlights the importance of brand identity tied to tradition for customer loyalty and suggests that modernization efforts must consider strong stakeholder sentiments to avoid financial repercussions.
392 Articles
392 Articles
Backlash Begets Backtrack: Cracker Barrel Scraps Part Of ‘Woke’ Makeover
By Sarah Holliday via The Daily Signal | August 27, 2025 Has Cracker Barrel caved to the pressure, or are its attempts to somewhat backpedal merely a superficial gesture to quell outrage? The beloved American chain Cracker Barrel, known for its Southern comfort food and nostalgic Old Country Store charm since its founding in 1969, ignited a firestorm with its recent rebranding efforts.The company’s “new creative campaign” aimed to modernize the …
Cracker Barrel backlash reveals the power of branding
Cracker Barrel is backtracking on its nearly $700 million rebrand after widespread backlash from customers and investors. The overhaul, centered on a text-only logo and a modern design, was criticized as sterile and out of step with the chain’s nostalgic image. Geoff Bennett discussed the rebrand, the backlash and the politics at play with Americus Reed, marketing professor at the Wharton School.
Cracker Barrel Reinstates Classic Logo After Massive Customer Backlash
Let me ask you something. Have you ever felt that a brand you loved and trusted suddenly turned its back on you? One day it’s... The post Cracker Barrel Reinstates Classic Logo After Massive Customer Backlash appeared first on Patriot Journal.
Cracker Barrel to return to its old logo
By Jill McLaughlin Contributing Writer Cracker Barrel will go back to its old logo following a public outcry over a new logo unveiled last week, the restaurant announced Tuesday. “We thank our guests for sharing your voices and love for Cracker Barrel,” the restaurant chain announced on social media. “Our new logo is going away and our ‘Old Timer’ will remain.” Fans of the homestyle restaurant chain voiced their disappointment after the compa…
Oskaloosa Herald
Cracker Barrel had good reasons to rebrand. But after its new logo misfired, here's what's next
Cracker Barrel hired a new CEO in 2023 to innovate and appeal to more customers. That has largely happened. New menu items and refurbished stores helped increase customer traffic. But the company's transformation effort hit a wall last week, when…
The Columbian
The RecordCracker Barrel had good reasons to rebrand. But after its new logo misfired, here’s what’s next
Cracker Barrel said late Tuesday it’s returning to its old logo after critics — including President Donald Trump — protested the company’s plan to modernize.
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