Cracker Barrel, the US restaurant chain known for its southern-style cuisine, has abandoned a controversial rebrand following a backlash stoked by prominent right-wing figures, including President Donald Trump. The Tennessee-based chain announced on Tuesday that it would revive its decades-old logo after its unveiling of a simplified design sparked a firestorm of criticism online. Cracker Barrel, which has more than 600 stores across the US, last week unveiled a new logo as part of the “fifth evolution” of its brand, ditching the image of a seated man leaning against a barrel in favour of a simplified, text-only design. “They got a Billion Dollars' worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity,” the US president wrote on his platform, Truth Social. Following Cracker Barrel’s U-turn, Trump congratulated the chain on the change. Watch the video to know more.
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00:00Cracker Barrel, the famous U.S. restaurant chain, faces intense backlash after it tried to swap its old logo for a sleek new design.
00:09To loyal customers, it was erasing history. To conservatives, it was another brand going woke.
00:15But then President Trump stepped in, blasting the move and urging a reversal.
00:19And within days, the company backtracked, and the old logo is now back.
00:24Here's our story with more.
00:26It was supposed to be a fresh new look.
00:30A sleeker logo. A modern design.
00:32But for Cracker Barrel, a restaurant chain built on nostalgia, country comfort, and rocking chairs on the porch, that modern makeover turned into a cultural food fight.
00:41The company's longtime symbol, a bearded old-timer sitting beside a wooden barrel, had been part of the brand's identity for decades.
00:49A folksy figure, informally known as Uncle Herschel, welcomed guests with the same old-fashioned charm that the restaurant promised on every plate.
00:57But last week, he was gone, replaced with a minimalist gold shield and a cleaner typeface.
01:03The barrel and the man both disappeared.
01:06And suddenly, so did the goodwill.
01:09The logo didn't just spark debate.
01:11It ignited fury.
01:12For customers, the pushback was personal.
01:16For some, it was nostalgia being taken away, and others saw no rationale behind such a change.
01:22To whoever's doing this, please leave it alone.
01:26We love the sign.
01:27We love the little man on the sign.
01:29We love the Cracker Barrel.
01:30They are supposed to be taking out the old, I call it antique-type, decorations on the walls, which I'm very conservative and old, so I like those and rather that they didn't.
01:42Conservatives called it sterile, soulless, and worse, woke.
01:46And then the backlash snowballed.
01:48It didn't just stay online.
01:50It went political.
01:51Make Cracker Barrel great again.
01:53Posted the Republican Party.
01:54And then, the Trump administration took it further, turning the logo fight into a meme war.
02:01On X, the official account shared a cartoon of Donald Trump leaning casually against a wooden barrel with America First painted in Cracker Barrel's signature brown and orange.
02:11The caption?
02:12Go woke, go broke.
02:14Soon after, the Department of Energy joined in, pasting a black oil barrel into the image.
02:19A nod to the administration's drill-baby drill push for fossil fuel dominance.
02:23And then came U.S. President Donald Trump himself.
02:27He amplified the right-wing criticism of the rebranding and turned the controversy into a megaphone moment, urging the chain to bring back Uncle Herschel and admit a mistake.
02:37What started as a restaurant logo redesign spiraled into a presidential performance, with the entire administration piling onto a chain best known for homestyle country cooking, southern hospitality, and front porch rocking chairs.
02:50And so, the restaurant bowed down.
02:51Within days, the Tennessee-based chain folded.
02:55It said the old-timer is back and the new logo gone.
02:59And with it, the dollars lost in stock value suddenly started clawing their way back.
03:04The company reversed the logo and said that the brand will always listen to its customers.
03:08We thank our guests for sharing your voices and love for Cracker Barrel.
03:12We said we would listen, and we have.
03:15Our new logo is going away and our old-timer will remain.
03:19At 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.
03:28As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon.
03:35Donald Trump wasted no time.
03:38He congratulated the chain soon after the official announcement.
03:43And that's how the storm settled.
03:45But this wasn't just about a logo.
03:46It was about image, identity, and influence.
03:49Because while Cracker Barrel was reassuring fans that the rocking chair, the fireplaces, and the country hospitality aren't going anywhere,
03:56Trump was proving something else, that his hand now stretches far beyond politics, reaching directly into America's biggest brands.
04:05In just weeks, he claimed credit for reshaping Coca-Cola's recipe, pulled Intel into government hands, and forced NVIDIA and AMD to share billions from China sales.
04:15And now, he just influenced a famous brand with 600 stores across the country to bring back an old logo.
04:22He says it's not just Cracker Barrel that's making a comeback.
04:25It's America.
04:27Make Cracker Barrel a winner again, he declared.
04:30For some, it was about food.
04:32For others, it was about culture and nostalgia.
04:36For Trump, it was about power.
04:38Because in this new America, it seems even a barrel can roll.
04:42Only where the president pushes it.
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