(The Hill) – President Trump urged Cracker Barrel to bring back its former logo Tuesday amid an online backlash to a rebrand the restaurant rolled out last week.
“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,” Trump wrote on his Truth Social website. “They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity.”
Cracker Barrel releases statement following backlash over rebranded logo
The company saw its stock plummet by tens of millions of dollars after it released a new logo as part of new branding campaign, which was widely mocked by some longtime fans of the 55-year-old chain.
As it faced a wave of online backlash, Cracker Barrel issued a statement about its rebrand, saying 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 company said.
The new Cracker Barrel logo is displayed on Thursday, Aug. 21, 2025, in New York. (AP Photo/Wyatte Grantham-Philips)
The company also put out a lengthy statement on Facebook containing its “promise” to customers.
“The things people love most about our stores aren’t going anywhere: rocking chairs on the porch, a warm fire in the hearth, peg games on the table, unique treasures in our gift shop, and vintage Americana with antiques pulled straight from our warehouse in Lebanon, Tennessee,” the statement read, in part.
Cracker Barrel loses almost $100M after logo ‘refresh’
Trump suggested Tuesday that Cracker Barrel have “a major News Conference today” and “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,” the president added. “One year ago, it was ‘DEAD.’ Good luck!”
A former real estate mogul and reality television star, Trump is known for his penchant to scrutinize issues relating to branding, marketing and public relations.
