Cracker Barrel is reverting back to its “Old Timer” logo after mounting criticism over its recent branding change.
The restaurant chain confirmed that its “new logo is going away” in a statement to USA TODAY on Aug. 26.
The announcement came a week after the country store unveiled a new, simplified logo. Many customers were quick to decry the change, which even prompted a response from President Donald Trump.
Here’s a look at how the controversial logo change (and change back) unfolded.
Look at Cracker Barrel’s logo change: Why some customers were very unhappy
Aug. 19: Cracker Barrel reveals new logo
Cracker Barrel unveiled a new, simplified logo with the launch of a fall menu campaign called “All The More” on Aug. 19. The logo still featured the company’s classic gold and brown color palette, but it removed a man seated next to a wooden barrel.
The reveal was met with strong opinions online.
“The new rebrand took the feeling away,” one person wrote on Cracker Barrel’s Instagram. “Cold and sterile.”
And some conservatives suggested the new logo was political.
“WTF is wrong with @CrackerBarrel??!” Donald Trump Jr. said in response to a post on X that implied the logo may be motivated by diversity, equity and inclusion efforts.
Aug. 21: Company stock dips by nearly $10 in one day
Cracker Barrel’s announcement on Aug. 19 didn’t attract national attention until late on Aug. 20.
Many were disappointed in the change, which reflected in the company’s stock value in the days after the announcement. The chain saw an almost $10 drop in stock value over the course of one day.
When the market closed on Aug. 20, shares were valued at $59.02. However, they took a sharp turn midday on Aug. 21, with stock prices falling to $50.76 by midday.
By the end of the trading day on Aug. 21, prices had recovered slightly to $54.80 a share.
Aug. 25: Cracker Barrel issues statement addressing logo backlash
In a response on its website on Aug. 25, Cracker Barrel acknowledged that many customers weren’t pleased with the new logo, but was still standing by the change.
“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 company said. “You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be.”
Cracker Barrel also acknowledged Uncle Herschel, the uncle of Cracker Barrel founder Dan Evins, in the statement, saying the iconic man will still appear on menus, road signs and in the country store.
While some customers believed Uncle Herschel was the man in the old logo, Cracker Barrel’s website previously said the man was not representative of a single person, but rather the brand’s values. Uncle Herschel is called “the soul of Cracker Barrel” on its website.
Aug. 26: Trump says Cracker Barrel ‘should go back to the old logo’
President Donald Trump advised the restaurant chain to go back to its old logo in a post on Truth Social.
“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 said.
He also suggested that Cracker Barrel could earn “free publicity” if it reverted to its old logo.
“They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity. Have a major News Conference today. Make Cracker Barrel a WINNER again,” he wrote.
After the president’s comments, the White House X account promptly weighed in on the controversy with a revamped Cracker Barrel logo with Trump as the man leaning on the barrel.
“Go woke, go broke,” the post said.
Aug. 26: Cracker Barrel says it’s going back to old logo
Hours after Trump’s post, Cracker Barrel said in a statement to USA TODAY that it is dropping its much-criticized new logo and returning to the “Old Timer.”
“We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have,” the statement said. “Our new logo is going away and our ‘Old Timer’ will remain.”
Customers commended the decision on social media, with some also calling on the chain to also reverse course on renovation plans.
“Thank you! Please don’t change the decor. If it has been changed, please bring it back. Just concentrate on improving the quality of the food and rewarding your employees. It’s like going to grandma’s, and we need that comfort these days,” one person wrote on Cracker Barrel’s Instagram.
Trump also praised the company’s reversal in a Truth Social post.
“All of your fans very much appreciate it,” he wrote. “Good luck into the future. Make lots of money and, most importantly, make your customers happy again!”
USA TODAY asked Cracker Barrel if Trump’s comments influenced its decision, but did not receive an immediate response.
Contributing: James Powel, Jordan Green, Sara Chernikoff, USA TODAY Network
Melina Khan is a national trending reporter for USA TODAY. She can be reached at melina.khan@usatoday.com.
This article originally appeared on USA TODAY: How the Cracker Barrel logo change controversy unfolded
