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Uncle Herschel is returning to the Cracker Barrel chair.
Following backlash from conservatives who criticized the country-style restaurant chain for allegedly changing its values after introducing a new logo, the company announced Tuesday it would revert to its original branding.
“We are grateful to our guests for expressing their opinions and affection for Cracker Barrel. We assured you we would listen, and we have. Our new logo is being phased out, and our ‘Old Timer’ will stay,” the company communicated on Facebook.
“At Cracker Barrel, our core has always been — and will continue to be — offering tasty food, welcoming smiles, and the rural hospitality that feels familial,” stated the company. “Being a proud American establishment, our 70,000 dedicated team members are eager to welcome you to our table soon.”
Cracker Barrel, with locations in 43 states, revealed its “All the More” campaign and logo update on Aug. 18, eliminating the iconic old man on a chair and the barrel from its signage.
The introduction of the new logo faced criticism in some circles, with social media seeing conservative detractors claiming the chain had forsaken its core values or become “woke.”
Former President Donald Trump commented on this issue earlier Tuesday, posting on his platform, Truth Social, urging the restaurant to bring back the previous logo.
After Cracker Barrel announced the reversal Tuesday, Trump said on the platform: “Congratulations ‘Cracker Barrel’ on changing your logo back to what it was. All of your fans very much appreciate it.” Trump also wished the company good luck.
Taylor Budowich, a deputy White House chief of staff, claimed on X that he’d spoken with people at Cracker Barrel by phone Tuesday about the issue and said, “They thanked President Trump for weighing in on the issue of their iconic ‘original’ logo.”
Cracker Barrel did not immediately respond to a request for comment about a White House call.
Shares of Cracker Barrel jumped sharply Tuesday night after it announced the reversal. Since the debut of the new logo on Aug. 18, shares are down nearly 13%.
Cracker Barrel tried to tamp down the controversy Monday by admitting “we could’ve done a better job sharing who we are and who we’ll always be” and issuing reassurances that its values had not changed.
The change was part of a “strategic transformation” that started in 2024 to revitalize the brand, CNBC reported when the new logo was introduced. The company has said that the initiative included “refreshing the brand identity” and making changes to its menu.
Other companies have been met with right-wing outrage for advertising or other business decisions, including when Bud Light had a branded content partnership with transgender TikToker Dylan Mulvaney.
