The Don weighs in.
President Donald Trump is urging Cracker Barrel to scrap its new logo and return to the original design, joining a wave of backlash over the Southern dining chain’s recent rebrand.
“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 Tuesday on Truth Social.
He added that the controversy could be turned into an advantage if handled correctly: “They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity. Make Cracker Barrel a WINNER again.”
Cracker Barrel — long known for its Southern staples and old-time décor — has swapped its rustic look for minimalist white paint and pared-down design, even removing “Uncle Herschel” from its logo.
President Donald Trump’s demand that the chain restore its traditional branding sent shares soaring 5% by 11:15 a.m. ET Tuesday, just days after the company lost $100 million in market value following the rebrand.
“Remember, in just a short period of time I made the United States of America the ‘HOTTEST’ Country anywhere in the World. One year ago, it was ‘DEAD.’ Good luck!” Trump added.
The Tennessee-based chain sought to reassure customers mourning the loss of its nostalgic feel, promising to keep porch rocking chairs, fireplaces, peg games, gift shop knickknacks and antique décor.
“While our logo and remodels may be making headlines, our bigger focus is still right where it belongs … in the kitchen and on your plate,” Cracker Barrel said in a statement.
But customers blasted the apology as inauthentic, with one complaining the company had “kicked Uncle Herschel to the curb” and is now “paying the price.”
🚨 BREAKING: Trump pushes Cracker Barrel to 'go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before' pic.twitter.com/BRv3NWZ9SG
— Fox News (@FoxNews) August 26, 2025
Thank you for visiting