Trump finally broke his silence.
President Donald Trump has set his sights on Cracker Barrel, blasting the restaurant chain for tossing out its classic logo in favor of a “modern” redesign.
Trump didn’t mince words. On Truth Social, he told Cracker Barrel to bring back its original look and admit the mistake:
“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 further, saying the chain has “a billion dollars’ worth of free publicity” if it seizes the moment. Trump urged them to hold a press conference and “make Cracker Barrel a WINNER again.”
Cracker Barrel’s Logo Sparks Backlash
The controversy began August 18, when Cracker Barrel rolled out a rebranded logo that erased the well-known “Uncle Herschel” figure.
For millions of loyal diners, it felt like a slap in the face. The beloved character had become part of the chain’s identity since the 1970s, and many customers believe the change stripped away the brand’s tradition and heartland values.
Cracker Barrel tried to explain the move, calling the update a “fifth evolution” of its logo. Executives insisted the new design stayed true to the company’s roots with familiar colors and barrel imagery.
But the public wasn’t buying it.
Customers Speak Out — And The Company Backpedals
Days later, the backlash forced Cracker Barrel to issue a softer statement. The company admitted it “could’ve done a better job sharing who we are and who we’ll always be.”
“We truly appreciate the passion our guests have shown. The past few days have made it clear just how much Cracker Barrel means to people.”
Even with that response, critics say the damage is done. Many longtime customers remain outraged, claiming the company caved to corporate “rebranding fads” instead of honoring its Southern heritage.
Cracker Barrel Defends the Change
Despite the outrage, the chain points to its own research showing 87% of surveyed customers liked the new design. A spokesperson argued the brand’s values “haven’t changed,” and that Uncle Herschel “remains front and center in our restaurants and on our menu.”
The company insists feedback has been “overwhelmingly positive,” though it admits a “vocal minority” feels otherwise.
Trump’s Advice: Respect Tradition and Win Back Customers
For Trump, the lesson is simple: listen to the people who built your business. The backlash is not just about a logo—it’s about respect for customers, community, and tradition.
Cracker Barrel, founded in 1969 and now operating nearly 660 locations, has long been a gathering place for comfort food and country values. Whether leadership listens to Trump’s advice could decide if Cracker Barrel strengthens its brand—or alienates the very customers who made it famous.
