President Donald Trump believes the Cracker Barrel restaurant chain ought to carry again their outdated brand.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,” Trump wrote in a submit on Fact Social.
Cracker Barrel has confronted backlash because it rolled out a brand new brand on Aug. 18 that eliminated the “Uncle Herschel” character.
CRACKER BARREL’S CEO DISMISSED WARNINGS FROM A TOP INVESTOR WHO CALLED THE REBRANDING ‘OBVIOUS FOLLY’
“Since 1969, Cracker Barrel has delivered heartfelt service, homestyle food and an unmatched dining experience. With nearly 660 locations nationwide, the brand remains a go-to for guests seeking community, comfort and special moments they can carry with them long after they leave,” the chain mentioned in a press launch unveiling the brand new brand.
“Anchored in Cracker Barrel’s signature gold and brown tones, the updated visuals will appear across menus and marketing collateral, including the fifth evolution of the brand’s logo, which is now rooted even more closely to the iconic barrel shape and word mark that started it all,” it additionally mentioned.
CRACKER BARREL ADMITS IT ‘COULD’VE DONE A BETTER JOB’ AFTER NEW LOGO BACKLASH
Ticker Safety Final Change Change % CBRL CRACKER BARREL OLD COUNTRY STORE INC. 54.27 -0.14
-0.25%
Then per week later, Cracker Barrel mentioned it “could’ve done a better job sharing who we are and who we’ll always be” after prospects expressed outrage over the brand new brand.
“If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel. We’re truly grateful for your heartfelt voices,” the corporate mentioned. “You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be.”
The unique 1969 brand was additionally text-only, however the 1977 addition of the now-iconic imagery grew to become a staple of its branding.
The brand new Cracker Barrel brand is seen on a menu contained in the restaurant on August 21, 2025 in Pembroke Pines, Florida. The restaurant unveiled a brand new brand earlier this week as half of a bigger model refresh. (Joe Raedle/Getty Photos / Getty Photos)
Cracker Barrel has stood by its latest strikes and mentioned 87% of respondents of their analysis both liked or appreciated the brand new brand.
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“And Uncle Herschel remains front and center in our restaurants and on our menu. He is the face of ‘The Herschel Way,’ the foundation of how our 70,000-plus employees provide the country hospitality for which we are known,” the spokesperson continued.
The outdated Cracker Barrel brand earlier than the rebranding. (Picture by GREGORY WALTON/AFP by way of Getty Photos / Getty Photos)
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A spokesperson additionally mentioned the suggestions from friends and group members has been “overwhelmingly positive and enthusiastic about the refreshed dining and shopping experience,” however a “vocal minority” might really feel in a different way.
FOX Enterprise’ Stephen Sorace, Brian Flood and Nikolas Lanum contributed to this report.
