La restaurant chain Cracker Barrel Old Country Store is at the center of controversy after announcing a change of course in its corporate image strategy. The company decided to scrap its new logo and return to the original design, following a wave of criticism on social media and the public intervention of President Donald Trump. The shift not only sparked conversation around branding but also directly impacted the value of its shares on Wall Street.
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What changes did the new logo include?
The redesign that Cracker Barrel introduced last week sought to simplify its visual identity. The proposal removed the iconic character “Uncle Herschel,” who appeared leaning against a barrel in the traditional logo. In its place, the design showed only the name “Cracker Barrel” over the outline of a yellow barrel.
In addition, the phrase “Old Country Store,” an essential part of the brand’s identity for decades, disappeared completely. Despite these changes, the company maintained the colors, stating they were inspired by traditional elements of its menu such as eggs and biscuits.
Why did the new design generate backlash on social media?
The reaction from users on digital platforms was immediate and strong. Many described the new logo as too simple, generic, and soulless. For a segment of the conservative public, the elimination of classic symbols was seen as a sign that the company was giving in to “woke” pressures and abandoning its American essence.
According to information from CNBC, a YouGov survey conducted with 1,000 adults over the weekend revealed that 65% of Americans had seen the new logo and 76% said they preferred the traditional design.
President Donald Trump joined the controversy shortly after the debate about the brand’s rebranding went viral on social media. From his account on social platforms, he wrote: “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”.
Later, Trump spoke again after it became known that the company would drop the new design: “Congratulations ‘Cracker Barrel’ on changing your logo back to what it was. All of your fans very much appreciate it. Good luck into the future. Make lots of money and, most importantly, make your customers happy again!”.
How did the market react after Cracker Barrel’s announcement?
On Tuesday night and Wednesday morning, Cracker Barrel’s shares experienced a significant rebound, rising more than 8%. This surge placed the company’s value close to recovering the losses suffered after the presentation of the new logo a week earlier. Market pressure combined with social scrutiny, creating a context in which the company was forced to respond quickly.
What did Cracker Barrel say about returning to the original logo?
Amid growing social pressure, the company admitted that it had not managed to adequately communicate its intention with the rebranding.
The brand acknowledged that the decision was made after listening to its most loyal customer base. In a statement, the brand declared: “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”.
