Cracker Barrel Scraps Logo Change After Stock Plunge and Trump Intervention

Controversy Erupts Over Removal of 'Old Timer' from Logo
Trump Joins the Debate
Company Surrenders to Public Outcry:
"Identity Must Be Preserved"
Logo Change Withdrawn

Cracker Barrel, the well-known American restaurant chain, has withdrawn its plan to change its logo just one week after launching the rebranding effort for the first time in over 50 years since its founding. The company ultimately backed down after the rebranding controversy spread among conservative circles and even President Donald Trump personally intervened.

The appearance of Cracker Barrel's previous logo. Photo by AFP Yonhap News

According to reports from CNN and AP News on August 26 (local time), Cracker Barrel issued a statement saying, "We are grateful for the voices and love shown by our customers," and announced, "We will scrap the new logo and retain the existing 'Old Timer' logo." The company added, "We know we can't be perfect from the start, but we will continue to learn and listen to the opinions of our customers and employees."

Controversy Over Removal of the Familiar 'Old Timer'

The existing Cracker Barrel logo features a wooden barrel to the left of the brand name, with a man in work clothes sitting in a rocking chair leaning against the barrel. Known as Uncle Herschel, this character is said to depict Dan Evins's uncle, the company's founder, and is referred to as the 'Old Timer.' The term, which is similar in meaning to the English word 'veteran,' refers to an expert who has worked in a field for a long time, and the character has served as a symbol capturing the atmosphere of a rural Southern store.

However, when the new logo was unveiled without this character and with a simplified design, criticism spread on social networking services (SNS) that the brand had "abandoned its identity." In particular, conservative influencers fueled the controversy by raising suspicions that the removal of the man was part of a Diversity, Equity, and Inclusion (DEI) policy.

Trump: "Return to the Original Logo"

The logo that Cracker Barrel had planned to change. Photo by AP Yonhap News

President Trump also joined the debate. On his social media platform Truth Social, he stated, "Cracker Barrel should revert to its original logo. The company should acknowledge its mistake based on customer feedback and operate better." He added, "If done well, you could get billions of dollars' worth of free publicity. It's not easy, but it's a great opportunity," and concluded, "It's time to make Cracker Barrel a winner once again."

Cracker Barrel was founded in 1969 and currently operates more than 660 stores across the United States. The chain is famous for its traditional Southern home-style cuisine and souvenir sales, and its name originates from the 'cracker barrel' found in rural stores in the early 1900s. The brand identity is rooted in the image of locals gathering around the barrel to chat.

Regarding the recent controversy, the company stated, "We appreciate everyone who shares their affection for Cracker Barrel. We have kept our promise to listen to our customers' voices," and reaffirmed its commitment to retaining the old logo, saying, "The new logo will disappear, but the 'old logo' will remain." After the logo withdrawal was confirmed, Trump posted again, writing, "The fans are very grateful. I hope you make a lot of money going forward and, above all, keep your customers happy."

According to CNN, Cracker Barrel's stock price, which had plummeted by 12% following the logo change plan, rose by 3% in after-hours trading after the cancellation of the plan.