US restaurant chain Cracker Barrel announced Tuesday it will restore its original logo after a week-long backlash from customers and political leaders, including President Donald Trump, who criticised its recent rebrand.
The Lebanon, Tennessee-based chain confirmed in a statement on its website that it would keep its traditional emblem featuring an elderly man in overalls, known as “Uncle Herschel,” sitting next to a barrel alongside the words “Old Country Store.” “We thank our guests for sharing your voices and love for Cracker Barrel. Our new logo is going away and our ‘Old Timer’ will remain,” the company said.
The controversy began last week when Cracker Barrel introduced a simplified text-only design as part of an effort to modernise its 660 restaurants across 43 states and appeal to younger customers.
However, the shift sparked a culture war backlash online, with critics branding the move “woke.”
The company’s shares, which had slumped after the rebrand, rebounded following the announcement
On Monday, Cracker Barrel issued an apologetic statement saying it “could have done a better job sharing who we are and who we’ll always be.” By Tuesday morning, Trump weighed in on Truth Social, urging the chain to revert to its old design, describing customer feedback as “the ultimate Poll.” Hours later, the company confirmed the reversal.
Trump celebrated the decision, writing: “Congratulations ‘Cracker Barrel’ on changing your logo back to what it was. 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!”
As per ABC News, Cracker Barrel stressed it would continue honouring its long-standing traditions, including the porch rocking chairs and menu favourites tied to Uncle Herschel’s legacy. “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,” the company said.
The White House also joined the mockery by sharing a spoofed logo on X with a caption “Go woke, go broke”. The image shared featured Trump in place of Uncle Herschel with the words “America First” and the slogan “AMERICA IS BACK.”
Despite CEO Julie Masino’s earlier defence of modernisation, Cracker Barrel’s climbdown reflects the strength of its loyal customer base. The chain said its 70,000 employees now look forward to “welcoming you to our table soon.”
The Lebanon, Tennessee-based chain confirmed in a statement on its website that it would keep its traditional emblem featuring an elderly man in overalls, known as “Uncle Herschel,” sitting next to a barrel alongside the words “Old Country Store.” “We thank our guests for sharing your voices and love for Cracker Barrel. Our new logo is going away and our ‘Old Timer’ will remain,” the company said.
The controversy began last week when Cracker Barrel introduced a simplified text-only design as part of an effort to modernise its 660 restaurants across 43 states and appeal to younger customers.
However, the shift sparked a culture war backlash online, with critics branding the move “woke.”
The company’s shares, which had slumped after the rebrand, rebounded following the announcement
On Monday, Cracker Barrel issued an apologetic statement saying it “could have done a better job sharing who we are and who we’ll always be.” By Tuesday morning, Trump weighed in on Truth Social, urging the chain to revert to its old design, describing customer feedback as “the ultimate Poll.” Hours later, the company confirmed the reversal.
Trump celebrated the decision, writing: “Congratulations ‘Cracker Barrel’ on changing your logo back to what it was. 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!”
As per ABC News, Cracker Barrel stressed it would continue honouring its long-standing traditions, including the porch rocking chairs and menu favourites tied to Uncle Herschel’s legacy. “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,” the company said.
The White House also joined the mockery by sharing a spoofed logo on X with a caption “Go woke, go broke”. The image shared featured Trump in place of Uncle Herschel with the words “America First” and the slogan “AMERICA IS BACK.”
Go woke, go broke. https://t.co/NtGUjTMBJJ pic.twitter.com/K0ZEa63wQY
— The White House (@WhiteHouse) August 26, 2025
Despite CEO Julie Masino’s earlier defence of modernisation, Cracker Barrel’s climbdown reflects the strength of its loyal customer base. The chain said its 70,000 employees now look forward to “welcoming you to our table soon.”
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