Cracker Barrel shares climb as it abandons controversial new logo amid backlash after Trump weighs in

The shares of Cracker Barrel rose more than 8 percent Wednesday after the restaurant chain said it has abandoned plans to adopt a new logo following fierce backlash. Cracker Barrel faced huge backlash from social media users and even President Donald Trump.

President Donald Trump said Cracker Barrel should go back to its logo Tuesday, a day after the chain said it could have done a better job in its restaurant revamp. “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,” Trump wrote in a Truth Social post.

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Cracker Barrel new logo controversy

Cracker Barrel received criticism after it unveiled a modern version of its logo which scrapped the "Old Timer" figure. "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 in a social media post.


The struggling country-themed restaurant chain and road trip staple has backtracked on a new logo that drew a right-wing backlash and tanked the chain’s stock. Trump applauded the reversal, saying: "Congratulations 'Cracker Barrel' on changing your logo back to what it was. All of your fans very much appreciate it".

“If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel,” the company posted on its website Monday. “You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be.”

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Last week, Cracker Barrel redesigned its label, unveiling a minimalist logo that doesn’t include a barrel or the seated figure. But that did not go down well with the social media and what followed was a flood of right-wing outrage, and Cracker Barrel’s stock (CBRL) nosedived more than 12% in one day.

The new version of the logo, which was unveiled along with a new menu on 19 August, removed the image of a man sitting in a chair and leaning against a barrel - known as the "Old Timer" - and replaced it with an emblem featuring only the chain's name. That sparked accusations that the company, known for its Southern-style comfort food and nostalgic atmosphere, was abandoning its roots.

President Trump urged the brand to return to its old logo, and "admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before". “They got a Billion Dollars worth of free publicity if they play their cards right,” he continued on Tuesday. “Very tricky to do, but a great opportunity. Have a major News Conference today. Make Cracker Barrel a WINNER again.”

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David Johnson, CEO of branding agency Strategic Vision PR Group, told CBS that the rebrand was a "flop". "What they did wrong is they went against their brand story, which was the old logo, that reflected the southern, whimsical atmosphere in the stores."

In its statement on X announcing the reversal on Thursday evening, the company said: "At Cracker Barrel, it's always been – and always will be – about serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family. As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon."

Founded in 1969 in Lebanon, Tennessee, Cracker Barrel has grown to over 600 locations across the United States. Each restaurant often features a welcoming front porch with rocking chairs and a charming gift shop. Inside, guests can enjoy classic Southern comfort food, including mashed potatoes, hash brown casserole, and macaroni and cheese.