Cracker Barrel has reinstated its original logo following significant public backlash, with notable involvement from former President Donald Trump. The popular home-style restaurant chain initially announced plans to simplify its logo by removing the beloved “Uncle Herschel” character and the barrel, opting instead for a minimalist design featuring only the company name. This decision, however, sparked discontent among loyal customers, prompting the company to reconsider.
On August 26, 2025, Cracker Barrel reversed its decision and reverted to the original logo, acknowledging the overwhelming response from its customer base. In a statement, the company admitted, “We could’ve done a better job sharing who we are and who we’ll always be.”
Trump weighed in on the controversy via social media, urging Cracker Barrel to revert to its previous branding. He stated, “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.” He further emphasized the potential benefits of capitalizing on the publicity generated by the situation, suggesting that the company could emerge from the incident as a “WINNER.”
The sentiment was echoed by Taylor Budowich, a deputy White House chief of staff, who tweeted that Cracker Barrel expressed gratitude to Trump for his input regarding their iconic logo. Budowich noted that the company had acknowledged customer feedback and was committed to restoring the “Old Timer” logo. “So smart! Congrats Cracker Barrel and America!” he added.
In a follow-up post, Trump congratulated Cracker Barrel on their decision, expressing appreciation for their responsiveness to customer sentiment. He remarked, “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!”
In a playful twist, Trump also shared a mock-up of the Cracker Barrel logo featuring himself in place of “Uncle Herschel,” further engaging with the situation.
The logo controversy had immediate financial implications for Cracker Barrel. Following the initial unveiling of the new design, the company’s shares dropped nearly 13%. However, after the announcement of the logo’s reinstatement, shares rebounded, illustrating the direct impact of customer loyalty on corporate decisions.
Cracker Barrel operates restaurants in 43 states, serving a diverse clientele who appreciate its nostalgic branding. The recent events underscore the power of consumer feedback and social media in shaping corporate identity and decision-making in today’s marketplace.
