Lower than per week after unveiling a controversial new brand that prompted the corporate’s inventory worth to take a dive and even President Trump to weigh in, Cracker Barrel introduced Tuesday that it’s going to return to its previous brand.
“We thank our guests for sharing your voices and love for Cracker Barrel,” the favored Southern-themed restaurant chain introduced in a publish to social media. “We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain.”
A Cracker Barrel restaurant, that includes the corporate’s previous brand, in Sterling, Virginia, on Tuesday, Aug. 26, 2025.
Al Drago / Bloomberg through Getty Pictures
Final week, the restaurant chain all of a sudden introduced it was altering its brand to take away the picture of a person sitting in a chair leaning in opposition to a barrel, and changing it with a brand that solely featured the chain’s identify.
The Tennessee-based Cracker Barrel, which has greater than 650 areas in 44 states, noticed a Wall Avenue revolt of types, because it misplaced a staggering practically $100 million in market worth after releasing the brand new brand, which was a part of an ongoing effort to replace its picture by including new menu objects and redecorating its shops.
“Rather than just showing one person, we wanted to feature lots of people,” the corporate stated on its web site of the brand new brand. “The idea was to celebrate the diversity of all our guests with a logo that represented our continued passion for pleasing people of all races, colors, and genders.”
“So, people have this image in their mind of a Cracker Barrel that is constant and stable, and that’s why when they rebranded, backlash happened,” he stated.
On Tuesday morning, Mr. Trump referred to as on Cracker Barrel to scrap the brand new brand.
“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,” Mr. Trump wrote in a Reality Social publish.
Mr. Trump adopted up Tuesday night by praising the corporate for returning to the previous brand, writing that “all of your fans very much appreciate it.”
And in a publish to X, Deputy White Home Chief of Workers Taylor Budowich stated he spoke by telephone with Cracker Barrel executives on Tuesday, who “thanked President Trump for weighing in on the issue of their iconic ‘original’ logo. They wanted the President to know that they heard him, along with customer response (the ultimate poll), and would be restoring the ‘Old Timer.’”
Cracker Barrel has seen its development gradual lately after its enterprise soared within the Nineties. In 2024, it reported income of roughly $3.5 billion, up lower than 1% from $3.4 billion the earlier yr, whereas web earnings fell to $40.9 million, down sharply from $99 million in 2023.
Based on the corporate, the long-lasting brand was created in 1977 on the again of a serviette by a designer named Invoice Holley “with the goal of creating a feeling of nostalgia with an old-timer wearing overalls.”
Aimee Picchi
contributed to this report.
Extra from CBS Information
