Cracker Barrel has reversed its decision to introduce a new logo after a wave of criticism fuelled by US President Donald Trump and right-wing commentators.
The Tennessee-based restaurant chain announced on Tuesday that it would return to its original branding following widespread backlash to a simplified, text-only design.
“We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain,” the company confirmed. It added, “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.”
The logo change, intended as the “fifth evolution” of the brand, removed the familiar image of a man seated against a barrel. The redesign quickly sparked criticism online, with opponents claiming the company had gone “woke”.
Shares in Cracker Barrel, which operates more than 600 locations nationwide, had fallen in the days following the announcement but rebounded by over 7 percent after the reversal.
Trump intervened before the decision was confirmed, urging the chain to restore its original emblem and “admit a mistake”.
Following the U-turn, Trump congratulated the company, “All of your fans very much appreciate it. Good luck into the future. Make lots of money and, most importantly, make your customers happy again!”
The episode highlights Trump’s growing influence on corporate decisions since returning to the White House earlier this year, as businesses weigh consumer sentiment alongside political pressure.
