Cracker Barrel Old Country Store has officially reversed its rebranding strategy, opting to bring back its iconic “Old Timer” logo after facing widespread backlash. In a post on X, the restaurant chain said, “Our new logo is going away and our ‘Old Timer’ will remain,” adding it had listened to its guests.
The logo upheaval began just days earlier when Cracker Barrel unveiled a minimalist redesign featuring only its name. The aim was to modernize the look and attract younger customers. But the change did not sit well with loyal patrons and conservative commentators, who saw it as a departure from the chain’s heritage.
Backlash and Leadership Response
President Donald Trump weighed in on the controversy, calling on the company to “admit a mistake based on customer response (the ultimate Poll)” and urging them to restore the traditional emblem. He labeled the social media uproar a valuable opportunity for positive publicity.
Cracker Barrel responded with a statement acknowledging the misstep. “We thank our guests for sharing your voices and love for Cracker Barrel,” it said. “We said we would listen, and we have.” The chain also reaffirmed its commitment to “serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family.”
The White House seized the moment, with Press Secretary Karoline Leavitt and Deputy Chief of Staff Taylor Budowich publicly claiming that Trump’s remarks played a role in swaying the decision. They described the swift pivot as a response to both public sentiment and presidential intervention.
Market Reaction and Public Sentiment
Financially, the rebranding controversy proved costly. Cracker Barrel’s share price tumbled after the announcement of the new logo but rebounded sharply following the reversal. Shares climbed about 7% in after-hours trading, signaling relief among investors.
A YouGov poll further underscored customer discontent. Nearly one-third of respondents reported that the redesign made them less likely to dine at Cracker Barrel—a telling drop in brand loyalty.
Founded in 1969 in Lebanon, Tennessee, Cracker Barrel has long paired hearty Southern cuisine with nostalgic Americana. The “Old Timer” image—of a man leaning against a barrel—first appeared in 1977 and has become emblematic of the chain’s identity.
The company’s attempt to modernize its image involved remodeling stores and simplifying its visual branding. While the goals aimed at staying relevant, the execution sparked swift backlash. As one Cracker Barrel spokesperson admitted, “you’ve shown us that we could have done a better job sharing who we are and who we’ll always be.”