Trump Calls for Logo Change at Cracker Barrel
Former President Trump has voiced his opinion that Cracker Barrel should revert to its previous logo, responding to backlash from fans over the recent rebranding of the beloved Southern restaurant chain.
In a post on Truth Social, Trump stated, “Cracker Barrel needs to go back to their old logos and accept mistakes based on customer response; that’s the ultimate poll.” He suggested that the company hasn’t fully capitalized on what he called a “great opportunity,” adding, “It’s time to make the cracker barrel a winner again.”
Cracker Barrel, known for its hearty Southern fare, has shifted towards a more minimalist aesthetic, moving away from nostalgic symbols, like Uncle Herschel, and reducing clutter in its decor.
The president’s comments seemed to have an effect on the company, with shares rising nearly 5% shortly after the new logo was released—this despite the chain’s market value dropping by $100 million just a week earlier.
Trump also remarked, “Remember, in a short time I have made the United States the ‘hottest’ country anywhere in the world. A year ago, it was ‘dead.’ Good luck!”
This commentary came shortly after Cracker Barrel issued a somewhat apologetic statement acknowledging that while they don’t always get things right, they strive to listen to guests and employees.
The Tennessee-based chain expressed a desire to maintain its cozy, nostalgic atmosphere, promising to keep features such as porches, fireplaces, and the various trinkets that define their dining experience.
However, some customers expressed frustration at the changes and the apology, feeling that Cracker Barrel’s decision to “kick Uncle Herschel to the curb” was a mistake. One commenter suggested, “Own it and stop making excuses,” while another expressed confusion about the effectiveness of the company’s apology.
Some suggested a new restaurant concept called “Uncle Herschel” that could embrace the environment fans miss. Others were less forgiving, arguing that the remodeling changes don’t address deeper issues like food quality and service. One user criticized the chain’s reliance on processed ingredients, saying, “The logo rebranding and a ton of white paint is not going to fix it.”
Cracker Barrel faced backlash previously when it replaced rainbow decor to celebrate Pride and announced a remodeling initiative last summer, spurred by comments from CEO Julie Felss Masino about the chain’s diminishing relevance. The company’s plan to reshape over 660 locations includes a hefty $700 million investment.
