Trump Weighs In on Cracker Barrel Logo Controversy
President Donald Trump recently addressed the negative feedback regarding Cracker Barrel’s new logo, urging the restaurant chain on Truth Social to revert to its original branding. He admitted there were “mistakes” and suggested this situation could be an opportunity to regain customer trust and emerge stronger.
In his post, Trump stated, “Cracker Barrel needs to return to the old logo and acknowledge the customer feedback (the ultimate poll). They have a chance for $1 billion in advertising if they play their cards right. It looks ‘dead.’ Good luck!”
The restaurant chain, based in Tennessee, has faced significant backlash over its rebranding, which eliminated the familiar image of the man sitting next to a barrel. The new logo, introduced last week, features just the restaurant’s name in brown lettering on a yellow background. This change marks the first time in 48 years that the logo lacks the iconic illustrations added in 1977.
This redesign is part of a broader $700 million modernization initiative, which also includes revamped restaurant interiors and new menu items. Cracker Barrel’s CEO, Julie Fels Mesino, defended these changes in an interview with ABC News, stating, “We want Cracker Barrel to feel relevant for today and tomorrow. What you love about us is still here.”
However, the response has been swift and severe. Social media users have labeled the new design as “soulless,” accusing the brand of abandoning its heritage. Conservative voices, including Rep. Byron Donald (R-FL), have joined the criticism, saying that “nobody wanted this new brand,” and calling it an effort to “make Cracker Barrel great again.”
According to CNN, the company’s stock price dropped over 12% following the controversy. Rival restaurant chain Steak ‘n Shake chimed in, claiming that Cracker Barrel is “trying to eliminate individuality completely,” and suggested that Messino should be replaced.
In response to the backlash, Cracker Barrel released a statement titled “Promise to Our Promise,” acknowledging they could have done a better job communicating their vision. The statement reassured customers that elements like rocking chairs, fireplaces, peg games, and the beloved mascot Uncle Herschel will continue to be part of the Cracker Barrel experience. However, management’s efforts to mitigate the backlash have so far failed to quell criticism.
