President Trump urged Cracker Barrel to restore its old logo amid widespread criticism of the company.
“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. They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity,” Trump declared on Truth Social. “Have a major News Conference today. Make Cracker Barrel a WINNER again. Remember, in just a short period of time I made the United States of America the ‘HOTTEST’ Country anywhere in the World. One year ago, it was ‘DEAD.’ Good luck!”
In a press release for its new fall campaign, the iconic restaurant chain said “updated visuals will appear across menus and marketing collateral, including the fifth evolution of the brand’s logo, which is now rooted even more closely to the iconic barrel shape and word mark that started it all.” The company’s changes include removing Uncle Herschel beside the barrel from its logo, sparking uproar from customers.
Cracker Barrel released a subsequent statement following the backlash, announcing that it has “appointed industry-leading agencies to support its brand refresh, an important milestone in Cracker Barrel’s journey to strengthen its connection with both loyal and new guests.”
The company’s chief marketing officer, Sarah Moore, noted that the brand has “strong emotional ties,” making it “paramount” that it select the “right expertise to help us define our evolved identity.”
Cracker Barrel’s stock fell by more than 7% following the backlash, wiping out nearly $100 million in market value.
