Cracker Barrel returns to original logo after backlash
Cracker Barrel said it’s axing the new logo after backlash and returning to its classic design.
- Cracker Barrel first announced on Aug. 19 that it was updating its logo, removing the iconic man seated next to the wooden barrel.
- The logo was met with online backlash, even sparking a response from President Donald Trump, who encouraged the chain to revert back to the Old Timer logo.
- Cracker Barrel announced on Aug. 26 that it was scrapping the redesign and would return to the old logo.
- On Oct. 2. Cracker Barrel shared that it ended its partnership with Prophet, the creative agency that encouraged the logo redesign.
The “Old Timer” Cracker Barrel logo is here to stay. The eatery has ended its partnership with the creative agency that advised the logo change and restaurant’s stripped-down redesign.
Cracker Barrel confirmed in an Oct. 2 news release it has ended its engagement with Prophet, the company that encouraged Cracker Barrel to update its logo and restaurant design.
While Cracker Barrel did not explicitly state the reasoning behind the decision, it comes weeks after the restaurant chain announced a change to its logo, sparking online debate and even drumming up comments from President Donald Trump. But after much debate, the restaurant chain put the logo debate to bed and reverted to its traditional logo.
Cracker Barrel nor Prophet immediately responded to a request for comment on Oct. 3.
How did we get here? The Cracker Barrel logo controversy explained.
Aug. 19: Cracker Barrel reveals new logo
On Aug. 19, Cracker Barrel revealed a new logo. Though it stayed true to the original gold and brown color palette, the logo only featured the “Cracker Barrel” name on a simple background, removing the iconic man and wooden barrel.
The logo led to heated debates online, with one Instagram user calling the redesign “cold and sterile.”
Aug. 21: Cracker Barrel stocks take a dip
The backlash even impacted Cracker Barrel’s stock value.
When the market closed on Aug. 20, Cracker Barrel shares were valued at $59.02. They took a turn on Aug. 21, with stock prices falling to $50.76 by midday.
Aug. 25: Cracker Barrel acknowledges backlash
Just six days after the logo’s launch, Cracker Barrel issued a statement addressing the public comments.
“If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel. We’re truly grateful for your heartfelt voices,” the company said on Aug. 25. “You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be.”
Aug. 26: Trump encourages chain to change logo back
The logo even sparked a response from Trump.
“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 an Aug. 26 Truth Social post.
The president suggested Cracker Barrel could earn “free publicity” if it reverted the 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,” Trump wrote.
After the president’s comments, the official White House X account weighed in, posting a Cracker Barrel logo with Trump as the man leaning on the barrel.
“Go woke, go broke,” the post said.
Aug. 26: Cracker Barrel announces logo reversion
Hours after Trump’s social media post, Cracker Barrel told USA TODAY it was returning its “Old Timer” logo.
“We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have,” the statement said. “Our new logo is going away and our ‘Old Timer’ will remain.”
Trump also praised the company’s reversal in a Truth Social post.
“All of your fans very much appreciate it,” he wrote. “Good luck into the future. Make lots of money and, most importantly, make your customers happy again!”
Sept. 9: Cracker Barrel says restaurant redesigns aren’t happening
Cracker Barrel said on Sept. 9 that it would not be redesigning its restaurants, as previously announced in March. The chain had made plans to “refresh” its restaurants for a younger crowd, such as cleaning up the eclectic wall decor. Only four of the chain’s 660 restaurants were updated but, similar to the logo change, the redesign was met with backlash.
“You’ve shared your voices in recent weeks not just on our logo, but also on our restaurants. We’re continuing to listen,” Cracker Barrel said in a Sept. 9 website update. “Today, we’re suspending our remodels. If your restaurant hasn’t been remodeled, you don’t need to worry, it won’t be.”
Contributing: Joey Garrison, USA TODAY
Greta Cross is a national trending reporter at USA TODAY. Story idea? Email her at [email protected].
Melina Khan is a national trending reporter for USA TODAY. She can be reached at [email protected].
