Cracker Barrel, the 56-year-old US restaurant chain known for its Southern-style cooking, has reversed its decision to introduce a new minimalist logo after facing intense backlash from customers, including former President Donald Trump and his son. The company announced the change on social media, stating that the ‘Old Timer’ logo featuring ‘Uncle Herschel’ would remain.
The controversy began when the chain unveiled a simplified logo that removed the image of an overall-clad man leaning against a barrel, as well as the words ‘Old Country Store’. Critics argued the rebrand alienated loyal customers. Despite an initial apology, the company initially stood firm, but ultimately yielded to public pressure.
Donald Trump praised the reversal on social media, calling it a smart business move. His press secretary, Karoline Leavitt, said the president’s instincts helped guide the decision. Rival chain Steak n’ Shake criticised the original rebrand as a ‘cheap effort’ that ignored the brand’s heritage.
Cracker Barrel’s shares, which had dropped more than 10% since the new logo was introduced, surged following the announcement. The company reassured customers that core elements like rocking chairs and vintage decor would remain, while it continues to modernise its restaurants to attract new generations.
