Trump tells Cracker Barrel to admit logo mistake and rebrand
The article discusses former President donald Trump’s criticism of Cracker Barrel’s recent rebranding effort, which involved dropping its iconic logo featuring “Uncle Herschel” adn adopting a modern, text-only design. Trump urged the company to admit its mistake and revert to the original logo, suggesting this woudl help restore the brand and capitalize on the publicity surrounding the backlash. The rebranding,launched to mark cracker Barrel’s 55th anniversary,sparked notable negative reactions from loyal customers,who felt the new look abandoned the brand’s customary charm.The controversy also affected the company’s stock, leading to a loss of over $143 million in market value. Cracker Barrel has since acknowledged it could have executed the rebrand better and reassured customers that key elements such as Uncle Herschel’s breakfast platter and the country store features remain unchanged. additional criticism focused on changes to the company’s classic tabletop peg game and perceived shifts towards a “woke” corporate culture linked to past diversity and inclusion initiatives. cracker Barrel emphasized its commitment to its founding values of hard work, family, and homemade food, asserting that despite updates, the company’s core identity remains intact.
Trump tells Cracker Barrel to admit logo mistake and rebrand: ‘Make Cracker Barrel a WINNER again’
President Donald Trump waded into the controversy surrounding Cracker Barrel’s rebranding on Tuesday, calling on the company to restore its original logo after widespread customer backlash and a sharp market value drop.
“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 posted on his social media platform Truth Social. “They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity. Have a major News Conference today. Make Cracker Barrel a WINNER again.”
Trump’s comments came as Cracker Barrel has faced criticism for dropping its iconic logo featuring “Uncle Herschel,” a bearded man in overalls seated in a rocking chair beside a wooden barrel, in favor of a cleaner, text-only design as part of a modern branding overhaul.
Go woke, go broke. https://t.co/NtGUjTMBJJ pic.twitter.com/K0ZEa63wQY
— The White House (@WhiteHouse) August 26, 2025
The Tennessee-based restaurant chain unveiled the new look last week in celebration of its 55th anniversary, but the response from loyal patrons was anything but celebratory. Social media lit up with complaints accusing the company of abandoning its traditional roots and “old-timey” charm in favor of what many labeled a “soulless” and “woke” aesthetic.
Cracker Barrel’s stock has reflected the unrest.
Shares have fallen over 10% since the rollout, wiping more than $143 million in market value. The company has since walked back some of its messaging, issuing a statement Monday saying it “could’ve done a better job” and reaffirming that customer favorites — including Uncle Herschel’s namesake breakfast platter, the gift shop, and porch rocking chairs — are not going anywhere.
Exacerbating the backlash was a quiet update to Cracker Barrel’s tabletop peg game. The company altered the language on the classic wooden triangle game, once known for lighthearted jabs such as, “You’re just plain dumb,” to a more encouraging message: “Don’t be embarassed [sic], try again!” The typo and toned-down style drew swift ridicule.
“Re-wording the back of the peg game so idiots don’t get offended when they inevitably suck at it? Come on,” OutKick columnist Zach Dean wrote. “That game made us all stronger as kids growing up. It’s tradition.”
Conservative activist Robby Starbuck released a scathing video accusing Cracker Barrel of embracing a “woke” corporate culture. Starbuck linked the rebrand to the company’s prior support of LGBT organizations and diversity, equity, and inclusion initiatives, pointing to rainbow rocking chairs, corporate partnerships, and past involvement with the Human Rights Campaign.
“This isn’t just a logo change,” Starbuck argued. “It’s a cultural shift — a rejection of the values that made Cracker Barrel an American staple.”
He singled out Cracker Barrel board member Gilbert Davila, who has a background in DEI consulting, questioning whether such leadership reflects the values of Cracker Barrel’s core customer base.
Cracker Barrel reportedly said it “has not participated in the Human Rights Campaign Index or had any affiliation with HRC in several years.”
In a lengthy statement issued after days of negative headlines, Cracker Barrel reiterated that its core identity remains intact.
“We know we won’t always get everything right the first time, but we’ll keep testing, learning, and listening to our guests and employees,” the company said. “What has not changed, and what will never change, are the values this company was built on when Cracker Barrel first opened in 1969: hard work, family, and scratch-cooked food made with care.”
NEWSOM SIGNS REDISTRICTING BILLS, TAKES FIGHT OVER CONGRESSIONAL MAP TO VOTERS
The company emphasized that Uncle Herschel would remain “in the family,” featured on menus, road signs, and in its signature country stores.
The Washington Examiner reached out to Cracker Barrel for comment on the president’s statement.
" Conservative News Daily does not always share or support the views and opinions expressed here; they are just those of the writer."
*As an Amazon Associate I earn from qualifying purchases
