Cracker Barrel Reverts to Old Logo Following Customer and Presidential Backlash

August 27, 2025 (LEBANON, Tenn.) - Cracker Barrel Old Country Store announced today that it has officially abandoned its controversial new, text-only logo and restored its longstanding “Old Timer” emblem after widespread criticism and a sharp decline in its stock price. The decision comes just hours after former President Donald Trump publicly urged the company to “go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before” on Truth Social.

In a statement posted on its social media channels, Cracker Barrel expressed gratitude to its guests for voicing their opinions and affection for the brand, saying, “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”.

The new logo, part of a broader “All the More” rebranding campaign launched earlier this month, removed the iconic illustration of a man leaning against a barrel-commonly known as Uncle Herschel-and replaced it with a simplified, text-only design inside a yellow hexagon. Critics argued that the change stripped away the company’s heritage and familiar Americana aesthetic, triggering a swift and vocal backlash across social media.

Shares of Cracker Barrel fell by more than 10% in the days following the logo rollout, erasing nearly $100 million in market value. The sharp decline prompted brand experts to warn of the risks involved in altering a deeply ingrained corporate identity. Marketing consultant David E. Johnson described the attempted redesign as “a flop” that replaced “a logo with genuine symbolic currency” with “a very generic looking logo that doesn’t tell a story”.

Late yesterday, Cracker Barrel’s board and executive team conceded that the company had underestimated the strength of customer attachment to its classic mark. “We appreciate our patrons for voicing their opinions and affection for Cracker Barrel. We committed to listening, and we have,” the company reaffirmed in a post on X, formerly Twitter.

As the “Old Timer” returns to signage, packaging, and marketing materials nationwide, Cracker Barrel leadership emphasized that the chain’s core mission remains unchanged: to provide homestyle country cooking and Southern hospitality in a familiar, comfortable setting. CEO Julie Felss Masino stated earlier this month that the rebranding effort aimed to “honor Cracker Barrel’s heritage while bringing fresh energy, thoughtful craftsmanship, and heartfelt hospitality.” Despite the logo reversal, the company plans to continue other elements of its brand refresh, including updated menus and redesigned restaurant interiors.

Analysts expect Cracker Barrel’s stock to rebound modestly as investors regain confidence in the stability of its traditional identity. Whether the incident will deter similar large-scale brand overhauls in the industry remains to be seen.

References foxbusiness.com people.com cnbc.com cbsnews.com reuters.com