Image Credit: @CrackerBarrel / X & White House / Facebook
The Tennessee Conservative [By Adelia Kirchner] –
President Donald Trump has taken to social media to congratulate Lebanon, Tennessee-based Cracker Barrel on going back to their old logo after a recent change resulted in major backlash from consumers, including the president himself.
The logo that restaurant-goers have familiarized themselves with over the years was created by Nashville designer, Bill Holley, back in 1977. It featured Cracker Barrel’s name alongside a man leaning against a barrel.
The “Old Timer” depicted? Uncle Herschel.
Herschel was Cracker Barrel Founder Dan Evins’ uncle and he helped “shape not only Cracker Barrel’s image but also its values” according to the company.
The new minimalistic logo that got rid of Uncle Herschel’s image and the barrel he leaned against made its debut on August 19th.
“WTF is wrong with @CrackerBarrel??!” Trump said in a quote repost on X at the time.
Critics believed the new logo was proof that Cracker Barrel was taking a step back from its roots in the country lifestyle and tradition.
Cracker Barrel shares dropped over 12% within days of the logo change.
“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 said in a separate Truth Social post about the new logo. “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. 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!”
On Tuesday of this week the company publicly announced that they would be reverting back to the old logo.
“We thank our guests for sharing your voices and love for Cracker Barrel,” Cracker Barrel said in a statement. “We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain.”
“At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family,” the statement continued. “As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon.”
According to Deputy White House Chief of Staff and Cabinet Secretary Taylor Budowich, Cracker Barrel even called the White House to thank the president for weighing in on the issue.
“I appreciated the call earlier this evening with @CrackerBarrel. They thanked President Trump for weighing in on the issue of their iconic ‘original’ logo,” wrote Budowich. “They wanted the President to know that they heard him, along with customer response (the ultimate poll), and would be restoring the ‘Old Timer.’ So smart! Congrats Cracker Barrel and America!”
Trump offered his official congratulations in another social media post.
“Congratulations “Cracker Barrel” on changing your logo back to what it was,” said Trump. “All of your fans very much appreciate it. Good luck into the future. Make lots of money and, most importantly, make your customers happy again!”
“President Trump has unmatched business instincts, and an uncanny ability to understand what the American people want. Cracker Barrel is a great American company, and they made a great decision to Trust in Trump!” White House Press Secretary Karoline Leavitt said in a statement.
Cracker Barrel shares rose over 3% in after-hours trading on Tuesday night alone.
About the Author: Adelia Kirchner is a Tennessee resident and reporter for the Tennessee Conservative. Currently the host of Subtle Rampage Podcast, she has also worked for the South Dakota State Legislature and interned for Senator Bill Hagerty’s Office in Nashville, Tennessee. You can reach Adelia at adelia@tennesseeconservativenews.com.
