President Donald Trump on Tuesday urged Cracker Barrel to give up its new logo and redesign. The president’s statement comes as the company received a torrent of online criticism about its recent rebranding.
“Cracker Barrel should go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before,” Trump wrote on Truth Social.
“They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity.
“Have a major News Conference today. Make Cracker Barrel a WINNER again. Remember, in just a short period of time I made the United States of America the ‘HOTTEST’ Country anywhere in the World. One year ago, it was “DEAD. Good luck!”
Over the past five days, the company’s stock has dropped around 4 percent, although it has seen a rebound this week.
The company changed its logo, removing the long-standing image of an overall-clad man leaning against a barrel and increasing the size of its logo’s font.
Steak n’ Shake, a rival eatery, wrote in a post on X that the new logo is “a cheap effort to gain the approval of trend seekers,” adding that “heritage is what got Cracker Barrel this far, and now the CEO wants to just scrape it all away.”
Rep. Byron Donalds (R-Fl.), who said he was a Cracker Barrel employee while in college, wrote in a post on X: “No one asked for this woke rebrand.”
Amid the criticism, Cracker Barrel released a statement, saying, “This is a beloved brand with strong emotional ties, so it was paramount that we selected the right expertise to help us define our evolved identity.”
“This collaborative team plays a key role working with our internal team to craft the next chapter of our brand story—one that resonates with loyal guests while welcoming new ones to our table,” the company said in a statement.
The restaurant chain also stressed to its customers that its values haven’t changed.
The statement also said that the features customers “love most about our stores aren’t going anywhere: rocking chairs on the porch, a warm fire in the hearth, peg games on the table, unique treasures in our gift shop, and vintage Americana with antiques pulled straight from our warehouse in Lebanon, Tennessee.”
Customers enjoy food at the Cracker Barrel Old Country Store in Mount Arlington, N.J., on Aug. 22, 2025. Cracker Barrel has a special place in the hearts of many Americans, offering country cuisine in a folksy “Old Country Store” setting complete with rocking chairs and occasional country music performances. (Gregory Walton/AFP via Getty Images)The decision to rebrand comes after Cracker Barrel CEO Julie Felss Masino appeared on “Good Morning America” on Aug. 19 and said that the company needed to renew its stores and restaurants.
“Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow,” Masino said.
“The soul of Cracker Barrel’s not changing—the rocking chairs are still there, the fireplace is there, the peg game—all the things that make Cracker Barrel Cracker Barrel.”
The company, with a market value of $1.2 billion, did not immediately respond to an Epoch Times request for comment.
Friends Read Free
Copy
Facebook
Tweet
