Cracker Barrel makes massive change after Trump warning: ‘Our new logo is going…’

Cracker Barrel is reversing its logo changing hours after President Trump urged the brand to ‘admit’ its mistake and go back to old ways.

Updated on: Aug 27, 2025, 04:41:40 IST

By Yash Nitish Bajaj

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Cracker Barrel is reversing its logo change and other rebranding efforts hours after President Donald Trump urged the brand to ‘admit’ their mistake and go back to old ways.

A Cracker Barrel restaurant, featuring the company's old logo, in Sterling, Virginia, US, on Tuesday (Bloomberg)

“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 restaurant chain said in an email to The Washington Times.

Earlier in the day, Trump said Cracker Barrel should ‘admit a mistake based on customer response (the ultimate poll), and manage the company better than ever before’.

“They got a Billion Dollars worth of free publicity if they play their cards right," the president further added in a Truth Social post. The chain's old logo featured an 'old timer', leaning against a barrel.

Cracker Barrel stock surged as much as 6.3% after Donald Trump praised the chain online, a sharp rebound from last week when shares slid amid backlash over its new branding. The redesign dropped the familiar imagery and now shows only the words “Cracker Barrel,” a move many critics argued erased the company’s tradition and charm.

The restaurant chain has since clarified that its longtime mascot, “Uncle Herschel,” will not disappear entirely. He will still feature on road signs, store interiors, and the menu, even as the brand shifts its primary logo. In a statement, the company conceded it mishandled the rollout: “We could’ve done a better job sharing who we are and who we’ll always be.”

The logo change is just one piece of a larger overhaul spearheaded by CEO Julie Felss Masino, who was pushing for store remodels and refreshed menu offerings in hopes of stemming years of dwindling customer traffic.

(With Bloomberg inputs)

ABOUT THE AUTHOR
Yash Nitish Bajaj
Yash Bajaj is a Chief Content Producer with a strong foundation in US coverage, digital strategy, and audience-focused storytelling. As part of the US Desk at Hindustan Times, he covers a wide range of topics - from American politics to sports (NFL, NBA, derbies, MLB and more). Before joining Hindustan Times, Yash served as Deputy News Editor at Times Now, where he oversaw international coverage and led a team of six. In this role, he significantly expanded global traffic through strategic planning, SEO-driven content execution, and meticulous trend tracking across platforms. He is experienced in managing high-pressure breaking-news shifts, coordinating live coverage, and building newsroom systems that improve speed, accuracy, and reach. Prior to Times Now, Yash held a position at Opoyi, where he headed the Sports and US news team. He developed broad editorial strategies, guided reporters across multiple beats, and played a key role in recruiting and training new talent. His responsibilities also extended to social media management and experimenting with innovative content formats. A passionate NFL fan, Yash is a die-hard supporter of the Cincinnati Bengals and has followed Joe Burrow closely since his college days at LSU. Whether breaking down top players' latest performance, analyzing team performances, or tracking roster moves, he brings the same dedication and sharp storytelling to his sports coverage as he does to American politics and breaking news. When he’s not writing, Yash can often be found watching games or debating the latest NFL storylines with fellow fans. Yash holds a Bachelor of Mass Media (Journalism) from HR College, Mumbai University. His interests extend well beyond the newsroom: he is an enthusiastic explorer of AI tools, a movie buff with an ever-growing watchlist, and someone who enjoys unraveling conspiracy theories for fun.Read More

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