Cracker Barrel Scraps Rebrand, Brings Back Old Logo

After announcing a rebrand last week that drew widespread criticism, American restaurant chain Cracker Barrel reverted back to its old logo.

Key Quotes: Cracker Barrel said in a statement Tuesday night, “We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain.” Before the announcement, President Trump weighed in, saying the company should “admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before.” After the reversion, he said, “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!”

For Context: Cracker Barrel was founded in 1969 and operates around 660 locations in 45 states. The chain is known for having most of its locations near highway exits and offering a Southern-style dining experience alongside its gift shop. The company’s original logo features an illustration of the original founder’s Uncle Herschel, who was removed from its new logo, which only featured the company’s name. Media across the spectrum criticized the rebrand last week, but for different reasons. The rebrand was particularly criticized by conservatives, several of whom described it as “woke.”

How The Media Covered It: In headlines, NBC News (Lean Left bias) framed the move as a result of “conservative backlash,” whereas Fox Business (Lean Right) framed it as “listening to customers.” Outlets across the spectrum noted that Cracker Barrel’s stock fell sharply when it announced its rebrand and rebounded after it reverted to its old logo.

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