Cracker Barrel is reversing course, announcing Tuesday that it would scrap the new logo it introduced after facing backlash over the rebrand.
“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,” the company said in a statement on Tuesday evening.
“At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family,” the restaurant chain added. “As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon.”
The company faced strong pushback after rolling out a new logo as part of a new branding campaign last week. The chain also saw its stock plummet precipitously.
In light of the backlash, Cracker Barrel said on Monday that this is a “beloved brand with strong emotional ties, so it was paramount that we selected the right expertise to help us define our evolved identity.”
“This collaborative team plays a key role working with our internal team to craft the next chapter of our brand story — one that resonates with loyal guests while welcoming new ones to our table,” the Tennessee-based company added.
President Trump pushed the company on Tuesday to revert to its original logo.
“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,” the president said Tuesday morning on Truth Social.
The company, founded in 1969, has nearly 660 locations nationwide.
