New York
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President Donald Trump mentioned Cracker Barrel should go back to its emblem Tuesday, a day after the chain mentioned it might have finished a greater job in its restaurant revamp.
“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 in a Truth Social put up.
The struggling country-themed restaurant chain and street journey staple is backtracking on a new logo that drew a right-wing backlash and tanked the chain’s inventory.
“If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel,” the firm posted on its web site Monday. “You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be.”
Last week, Cracker Barrel redesigned its label, unveiling a minimalist logo that doesn’t embrace a barrel or the seated determine.
What adopted was a flood of right-wing outrage, and Cracker Barrel’s inventory (CBRL) nosedived greater than 12% in at some point.
Trump appeared to assume there might be a path to redemption for the chain.
“They got a Billion Dollars worth of free publicity if they play their cards right,” he continued on Tuesday. “Very tricky to do, but a great opportunity. Have a major News Conference today. Make Cracker Barrel a WINNER again.”
Cracker Barrel mentioned Monday that it has not forgotten about Uncle Herschel, who many individuals believed over the years was the determine seen leaning towards a barrel in the emblem. (The firm refers to the determine as “our old-timer,” in the emblem created by Nashville designer Bill Holley on a serviette in 1977.) He will nonetheless be seen on the menu (particularly on the Uncle Herschel’s Favorite Breakfast Platter), street indicators and the inside of the retailer.
“We know we won’t get always get everything right the first time, but we’ll keep testing, learning and listening to our guests and employees,” the put up continued.
The Cracker Barrel debacle is one other tradition struggle subject stoked by right-wing influencers.
The New York Times found {that a} controversial – and exceedingly viral – commercial with Hollywood star Sydney Sweeney modeling a pair of American Eagle denims escalated on-line as soon as influential right-leaning accounts started amplifying claims of progressive outrage.
Many of those self same figures discovered comparable traction with Cracker Barrel’s new emblem.
“WTF is wrong with @CrackerBarrel??!,” Donald Trump Jr. posted on X. Right-wing influencer Charlie Kirk posted a side-by-side comparability of Sydney Sweeney’s advert and the authentic Cracker Barrel emblem with the new minimalist one and a girl who weighs greater than Sweeney.
Christopher Rufo, a conservative activist and a distinguished opponent of range, fairness and inclusion ideas, even jumped in: “We must break the Barrel. It’s not about this particular restaurant chain—who cares—but about creating massive pressure against companies that are considering any move that might appear to be ‘wokification,’” he said in a put up on X.
Cracker Barrel is in the midst of a $700 million transformation plan. The 56-year-old chain has new TV commercials, a redesigned menu and several other new fall-themed meals.
“The way we communicate, the things on the menu, the way the stores look and feel … all of these things came up time and time again in our research as opportunities for us to really regain relevancy,” said CEO Julie Felss Masino in 2024.
Social media customers disagreed.
“Cracker Barrel was the only place I’d ever stop. No mob fights, a fun corny atmosphere, and delicious food when you’re hungry and tired,” right-wing actor James Woods said on X. “I’ll never stop foot in one again.”
NCS’s Jordan Valinksy contributed to this report.