Trump Urges Cracker Barrel to Restore Original Logo/ Newslooks/ WASHINGTON/ J. Mansour/ Morning Edition/ President Donald Trump has weighed in on Cracker Barrel’s controversial rebranding, urging the company to return to its original logo. The restaurant chain removed the “Uncle Herschel” figure from its design, prompting backlash. Cracker Barrel admitted it mishandled communication during the transition.
Cracker Barrel Rebrand Controversy Quick Looks
- Trump posted on Truth Social encouraging Cracker Barrel to revert to its previous logo.
- The new design, unveiled August 18, omits the iconic “Uncle Herschel” character.
- Public backlash was swift, with many consumers voicing disappointment.
- Trump believes the brand can leverage the controversy as a marketing opportunity.
- Cracker Barrel claimed 87% of surveyed customers liked or loved the new look.
- The company admitted it “could’ve done a better job” with rollout messaging.
- The chain’s market value dropped $143 million following the rebrand.
- Cracker Barrel insists its values and signature hospitality remain unchanged.
Trump Urges Cracker Barrel to Restore Original Logo
Deep Look
President Donald Trump has joined the public debate surrounding Cracker Barrel’s recent logo change, urging the Southern-themed restaurant chain to reverse its decision and return to its traditional branding.
Taking to his social media platform, Truth Social, Trump said, “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.” He went on to suggest that the company had received “a Billion Dollars worth of free publicity” from the controversy and could turn the backlash into a winning business opportunity if handled wisely.
The uproar began on August 18 when Cracker Barrel officially unveiled a reimagined logo. The updated design replaced the familiar image of “Uncle Herschel”—a man leaning on a barrel—with a simplified, modern look: plain black text over a yellow barrel-shaped background. The brand, which operates nearly 660 locations nationwide, described the update as part of a visual refresh that still honors its heritage.
“Anchored in Cracker Barrel’s signature gold and brown tones, the updated visuals will appear across menus and marketing collateral,” the company said in a press release, framing the logo as the fifth evolution in its brand history. Cracker Barrel emphasized that the new look is more closely tied to the original 1969 wordmark and barrel imagery, albeit without the character illustration that had become synonymous with its identity since 1977.
Despite the company’s intentions, many customers saw the change as a departure from the chain’s nostalgic roots. Online criticism quickly followed, with social media users accusing Cracker Barrel of removing a beloved mascot without clear explanation. Conservative voices also framed the redesign as another instance of “woke” corporate culture, though Cracker Barrel did not explicitly tie the change to any social causes.
Facing mounting criticism, Cracker Barrel issued a follow-up statement one week later, acknowledging it could have better communicated its intentions.
“If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel,” the statement read. “We’re truly grateful for your heartfelt voices. You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be.”
While the brand maintains that its values remain unchanged, it has taken steps to assure loyal customers that its traditional spirit endures. A spokesperson noted that Uncle Herschel still features prominently in restaurant culture and remains the namesake of the “Herschel Way,” which guides employee conduct across the company’s 70,000-strong workforce.
Internally, Cracker Barrel stands by its decision. According to the company, market research shows that 87% of surveyed respondents either liked or loved the new branding. It has also framed the change as part of a broader modernization effort intended to revitalize the in-store dining and shopping experience.
Still, the backlash has had material consequences. Since the logo change, Cracker Barrel has lost approximately $143 million in market value, with some investors and media analysts suggesting that the redesign was poorly timed or mishandled. A top investor previously warned that the rebranding effort was “obvious folly,” but executives pushed forward nonetheless.
Trump’s involvement adds further visibility—and political weight—to the controversy. By casting the issue as an opportunity for strategic correction, he encouraged the company to seize control of the narrative and turn customer dissatisfaction into brand loyalty.
“Have a major News Conference today. Make Cracker Barrel a WINNER again,” he wrote, echoing his signature campaign rhetoric.
As the chain continues to navigate the public response, it remains to be seen whether it will hold the line on its new branding or heed calls—now including one from a former president—to revert to a more traditional logo.
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