Fox News interrupted programming to report breaking news after Cracker Barrel announced it would restore its original logo, following intense criticism from customers and political figures including President Donald Trump.
The restaurant chain, famous for its Southern country-style dining, had recently unveiled a rebranded logo that removed its long-time “Uncle Herschel” character leaning on a barrel. The change was meant to modernize the brand, but instead it sparked widespread backlash. Many loyal customers and conservatives argued that the redesign erased Cracker Barrel’s nostalgic identity.
Trump quickly weighed in on Truth Social, urging the company to return to its old design. He described the rebranding as a “mistake” and advised Cracker Barrel to embrace customer feedback, calling it “the ultimate poll.” He even suggested that if the company managed the controversy well, it could turn the backlash into “a billion dollars’ worth of free publicity.”
Just hours later, the company announced it would indeed return to the classic barrel-and-chair logo that had been its hallmark for decades. Following the decision, Trump congratulated the chain, writing: “All of your fans very much appreciate it. Make lots of money and, most importantly, make your customers happy again.”
The White House deputy chief of staff, Taylor Budowich, also confirmed he had spoken with Cracker Barrel executives regarding the situation.
The controversy gained even more traction after Donald Trump Jr. slammed the new logo on X, asking: “WTF is wrong with @CrackerBarrel??!” The company’s stock price dropped by about 7% after the rebrand, intensifying the pressure.
Branding expert David Johnson explained the backlash by saying the redesign ignored Cracker Barrel’s storytelling appeal. “Their old logo captured the Southern, whimsical identity that customers associate with the restaurant. By changing it, they went against their own brand story,” Johnson told CBS.
Ultimately, the company admitted it mishandled the rollout and decided to restore its original identity a rare but telling example of how strongly customer loyalty and cultural branding can influence corporate decisions.
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