Cracker Barrel, the 56-year-old US restaurant chain known for southern-style cooking, has scrapped its new minimalist logo after intense backlash from customers, including former President Donald Trump and his son. The company announced the reversal on social media, stating that the 'Old Timer' logo featuring a man in overalls leaning against a barrel will remain.
In a statement, Cracker Barrel said: '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 emphasized its commitment to serving delicious food and warm hospitality, noting that its 70,000 employees look forward to welcoming customers.
Donald Trump applauded the decision on social media, writing: 'Congratulations Cracker Barrel on changing your logo back to what it was. All of your fans very much appreciate it.' White House press secretary Karoline Leavitt added: 'President Trump has unmatched business instincts, and an uncanny ability to understand what the American people want.'
The new logo, which featured only the chain's name and removed the 'Old Country Store' wording, was part of a wider rebrand that included updating restaurants with lighter paint and modern furniture. However, critics on social media threatened to boycott the chain unless the old logo was restored. Rival chain Steak n' Shake called the new logo 'a cheap effort to gain the approval of trend seekers.'
Cracker Barrel shares dropped more than 10% since the new logo was introduced on 18 August. The company had initially apologized for the backlash but stood by its decision before ultimately reversing course. It said it will continue to test, learn, and listen to employees and customers.
