Daytona Beach, FL — After days of heated public backlash, Cracker Barrel Old Country Store has announced it will abandon its recently unveiled logo and return to its iconic “Old Timer” branding. The decision follows widespread criticism from customers, conservative commentators, and even former President Donald Trump, who weighed in on the controversy via Truth Social.
The rebranded logo—introduced on August 18 as part of a broader modernization campaign—removed the image of the elderly man in overalls leaning against a barrel, a symbol that has defined Cracker Barrel’s identity since 1977. The simplified design was intended to reflect a “strategic transformation” of the brand, including updated restaurant interiors and a refreshed menu.
However, the change sparked immediate backlash online, with critics accusing the company of abandoning its traditional values. Social media erupted with calls to boycott the chain, and memes lamenting the loss of “Uncle Herschel” flooded platforms like X and Facebook.
In a public statement issued August 26, Cracker Barrel acknowledged the outcry:
> “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 welcomes, and the kind of country hospitality that feels like family.”
President Trump also chimed in, urging the company to “go back to the old logo, admit a mistake based on customer response”. The company’s stock, which had dipped following the backlash, reportedly rebounded after the announcement.
Cracker Barrel operates over 660 locations across 43 states and employs more than 70,000 people. The logo reversal underscores the power of brand loyalty and the risks companies face when altering nostalgic imagery.
---
⚠️ Disclaimer:
This article includes references to political commentary and public opinion. Statements from public figures and social media users are quoted for context and do not reflect endorsement or opposition by this publication. Cracker Barrel’s branding decisions are corporate matters and should not be interpreted as political gestures. All information is based on publicly available sources as of August 26, 2025.
Add comment
Comments