Cracker Barrel scraps new logo after backlash

Carton by Dennis Goris

Cracker Barrel is ditching a new logo and returning to its longtime “Old Timer” emblem after intense backlash from customers and President Donald Trump.

“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 company said Thursday in a social media post.

The updated logo, unveiled Aug. 19 alongside a new menu, removed the image of a man sitting in a chair next to a barrel and replaced it with a simpler text-based design. Critics accused the Southern-style chain of abandoning its roots and the nostalgic atmosphere that has defined its brand since its founding in 1969.

Trump weighed in on the controversy, congratulating the company for reversing course. “All of your fans very much appreciate it,” he said on his social media platform, adding that the chain had gained “a billion dollars’ worth of free publicity.”

Branding experts said the attempt to modernize the logo clashed with Cracker Barrel’s identity. “They went against their brand story,” said David Johnson, CEO of Strategic Vision PR Group.

Shares of Cracker Barrel Old Country Store Inc. fell roughly 7% after the initial rebrand announcement.

In reaffirming its traditional logo, the company emphasized its commitment to “delicious food, warm welcomes, and the kind of country hospitality that feels like family.”

Founded in Lebanon, Tennessee, Cracker Barrel operates more than 600 locations nationwide, serving Southern staples such as mashed potatoes, macaroni and cheese, and hash brown casserole.