Cracker Barrel caved Tuesday after receiving massive backlash, announcing it would bring back its classic logo, according to a post on X.
Chaos erupted over the popular American chain restaurant after a press release was dropped on Aug. 18 announcing “a new fall menu creative campaign that celebrates more than 55 years of country hospitality and positions the iconic American brand for the future.” However, after over a week of major pushback, the company took to X on Tuesday evening, stating that the new logo would be “going away.”
“We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain,” the statement read. “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. As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon.”
In their attempt to rebrand the company, Cracker Barrel revealed its new logo to a plain sign reading only “Cracker Barrel” as it dropped its trademark “old timer” Uncle Herschel.
“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,” the company said in its press statement.
Soon after the announcement, reports indicated that the company lost almost $100 million in market value, falling $4.22, or 7.2%, to $54.80 in Thursday’s trading, according to CBS News. Additionally, the company received immense scrutiny online, with users calling out how the logo change had been unnecessary.
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Early Tuesday, President Donald Trump had weighed in on the controversial rebrand, posting to Truth Social that the restaurant chain should “Make Cracker Barrel a WINNER again.” Trump added in his post that the company should admit its mistake and wished it “good luck.”
“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. Make Cracker Barrel a WINNER again,” Trump wrote. “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!”
The suggestion from Trump came a day after the company released a press statement on Monday, claiming that while they could have done a better job at the rebrand, they would not revert to their previous logo.
“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 previous statement said.
In addition to scrutiny from its customers, other restaurant chains, like the popular Illinois-based fast-food joint Steak ‘n Shake, have criticized the company’s decision online. In a post to its X account, Steak ‘n Shake accused Cracker Barrel of attempting to “delete” its “personality altogether.”
Deputy White House Chief of Staff and Cabinet Secretary Taylor Budowich posted to X on Tuesday evening, stating that he “appreciated” a call with Cracker Barrel, noting that they had thanked Trump for “weighing in on the issue.”
“They wanted the President to know that they heard him, along with customer response (the ultimate poll), and would be restoring the ‘Old Timer.’ So smart! Congrats Cracker Barrel and America!” Budowich wrote.
This is a breaking story and will be updated.
(Featured Image Media Credit: Gage Skidmore/Creative Commons/Flickr)
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