Cracker Barrel is returning to its longtime logo after a swift and vocal backlash from conservatives who accused the chain of abandoning its traditional image.
The company announced Tuesday night that it would restore its old branding, a day after trying to reassure customers that its values had not shifted. The reversal came just over a week after the restaurant introduced a new logo as part of its “All the More” campaign, which removed the seated figure and barrel that had been part of the brand for decades.
The updated design, meant to signal a broader brand refresh, drew immediate criticism online, particularly from conservative commentators who argued the change represented a move away from the company’s country-themed identity. The reaction quickly spread across social media, with calls for the chain to reinstate its original imagery.
Political attention heightened the controversy. Former President Donald Trump urged the company on Tuesday to revert to its old logo, later praising the decision when Cracker Barrel announced the reversal. A White House aide also claimed to have spoken directly with company representatives about the matter. Cracker Barrel has not confirmed that conversation.
The logo rollout was part of a wider transformation effort that began in 2024, which included brand identity updates and menu changes. The company had initially defended the redesign, saying it wanted to better share its story with customers while stressing that its values remained the same.
Shares of Cracker Barrel, which had fallen nearly 13 percent since the new logo’s debut on August 18, rose sharply Tuesday evening after the reversal was made public.
Cracker Barrel, which operates restaurants in 43 states, has faced similar cultural pressure before. The company now joins a list of brands—including Bud Light—that have recently drawn criticism from conservatives over marketing or business decisions.
Source: NBC