Lebanon, TN – Cracker Barrel is pulling the plug on its much-criticized new logo following fierce backlash from customers and a direct intervention from President Donald Trump. The abrupt reversal comes as the company’s stock rebounded in after-hours trading following a steep nosedive earlier in the week.
In a statement posted to social media Tuesday evening, Cracker Barrel confirmed it would abandon its rebranding effort and keep its classic “Old Timer” logo, a symbol long associated with the chain’s nostalgic country image.
“We thank our guests for sharing your voices and love for Cracker Barrel,” the company wrote on X. “Our new logo is going away and our ‘Old Timer’ will remain.”
The decision followed a tumultuous 24 hours for the company, during which customers blasted the logo redesign as out of step with the brand’s identity. The backlash quickly went viral and caught the attention of Trump, who called on Cracker Barrel to return to its original design and “manage the company better than ever before.”
Cracker Barrel confirmed that it notified the White House directly about the reversal and acknowledged the former president’s influence in the decision.
The public apology and retraction appeared to calm markets. Shares of Cracker Barrel Old Country Store (CBRL) rose 4.51% in after-hours trading following the announcement. The company’s stock had plummeted earlier in the week as images of the new logo spread online and sparked consumer outrage.
The logo rollout was part of a broader branding strategy intended to modernize the restaurant’s image amid declining foot traffic and slumping earnings. But critics said the new look ditched the charm that made the brand a staple of American roadside dining.
The brand, which employs over 70,000 people nationwide, now faces the challenge of rebuilding consumer trust and stabilizing its financial position after a public relations stumble that quickly turned into a national controversy.