(The Lion) — After widespread criticism, Cracker Barrel announced it will reverse its decision to change its original, iconic logo of an old man in a chair next to a barrel.
On Aug. 19, Cracker Barrel unveiled a new logo design.
“We believe in the goodness of country hospitality, a spirit that has always defined us. Our story hasn’t changed. Our values haven’t changed,” Chief Marketing Officer Sarah Moore wrote.
The backlash quickly ensued.
“No one asked for this woke rebrand. It’s time to Make Cracker Barrel Great Again,” Rep. Byron Donalds, R-Florida, posted on X.
Others on social media began advocating for a boycott. “To put it mildly, Cracker Barrel has forgotten who their core customers are. It’s time for us to remind them,” Conservative activist Robby Starbuck wrote on X.
“They depend on YOU to keep their business afloat so now YOU have to ask yourself: Do you want to fund people or companies that hate your values?”
Within 48 hours, the company’s stock plummeted 14%, worth about $143 million in market value.
On Tuesday morning, President Donald Trump posted on Truth Social urging Cracker Barrel to reverse course:
“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.”
By Tuesday evening, Cracker Barrel issued a statement:
“Our new logo is going away and our ‘Old Timer’ will remain.”
Following the reversal, Cracker Barrel’s shares rebounded, climbing 7%.
However, some customers say the reversal isn’t enough.
“Like this comment if you think the CEO of Cracker Barrel should be fired and they should SCRAP any redesign efforts,” one viral X post read.