Cracker Barrel is reversing its controversial logo change just days after former U.S. President Donald Trump urged the company to “admit” their mistake and go back to old ways.
The Tennessee-based chain announced on August 26 that it will restore its classic 1977 design featuring ‘Uncle Herschel’—the iconic man leaning against a 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 statement.
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.
At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm… pic.twitter.com/C32QMLOeq0
— Cracker Barrel (@CrackerBarrel) August 26, 2025
Modernized Logo Sparks Outrage and Stock Drop
The backlash began after Cracker Barrel unveiled a text-only minimalist logo on August 19 as part of a $700 million rebranding effort. The redesign removed the ‘Old Country Store’ tagline and vintage imagery, triggering outrage online. Critics slammed the update as “soulless” and “generic,” with one X user calling it “modernized slop.”
The controversy also hit the company’s finances: Cracker Barrel’s stock plunged nearly 15% before rebounding slightly after Trump’s comments.
Trump and Conservatives Amplify Pressure
The uproar intensified when Trump weighed in on Truth Social, writing: “Go back to the old logo… customer response is the ultimate poll.” He called the reversal a “great opportunity” for “a billion dollars in free publicity.”
Other conservatives, including Donald Trump Jr. and Rep. Byron Donalds, accused Cracker Barrel of embracing “woke” DEI trends. California Governor Gavin Newsom joined the debate with sarcasm, posting: “KEEP YOUR BEAUTIFUL LOGO!!! THE NEW ONE LOOKS LIKE CHEAP VELVEETA.”
CEO Faces Heat Amid Comparisons to Bud Light Boycott
Cracker Barrel CEO Julie Felss Masino, who joined in 2023 from Taco Bell, defended the rebrand on Good Morning America, calling the response “overwhelmingly positive.”
However, a YouGov poll showed 76% of Americans preferred the old logo, contradicting her statement. Critics, including commentator Benny Johnson, labeled her an “insufferable left-wing elitist” and demanded her resignation.
The controversy has drawn comparisons to Bud Light’s 2023 boycott and Target’s Pride merchandise backlash in 2024. Experts say Cracker Barrel’s attempt to attract younger customers clashed with its core demographic, which values nostalgia and tradition.
