Cracker Barrel said it’s scrapping a redesign of the folksy restaurant chain’s logo following a backlash over a “woke” rebranding campaign that was even joined by President Trump.
“We thank our guests for sharing your voices and love for Cracker Barrel,” the company said in a statement. “We said we would listen, and we have. Our new logo is going away and our ‘old timer’ will remain.”
The about-face followed days of protests on social media against Cracker Barrel’s rebranding efforts — capped on Tuesday with Trump weighing in and advising the company to go back to the original logo design.
“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 post on Tuesday.
“They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity,” he wrote, adding that it’s time to “Make Cracker Barrel a WINNER again.”
Viral rebrand attack
The president’s demand sent shares in the embattled company soaring more than 6% — after the company’s valuation shed $100 million last week following the new logo’s release.
“Remember, in just a short period of time I made the United States of America the ‘HOTTEST’ Country anywhere in the World. One year ago, it was ‘DEAD.’ Good luck!” Trump added.
Cracker Barrel — known for its Southern fixins like grits and biscuits — has ditched its old-timey decor in favor of white paint and fewer tchotchkes, and scrubbed fan favorites like folksy farmer Uncle Herschel from its logo.
Trump weighed in on the controversial remodeling a day after Cracker Barrel issued a wimpy apology, saying “we won’t always get everything right the first time, but we’ll keep testing, learning and listening to our guests and employees.”
Separately Tuesday, a video depicting Uncle Herschel went viral, with its animated mascot singing “Go woke, go broke” and racking up over half a million views on X.
“Why, oh why, do brands insist on committing to suicide? Cracker Barrel, you coulda left me on the logo and just let it ride,” an Uncle Herschel lookalike sang in the video.
“Hey Wall Street! God, politics and sex ain’t your business, so do me a favor and stay the heck out of mine.”
In the video, which gained over 600,000 views on X, Uncle Herschel takes aim at several other firms that saw their stocks plummet over “woke” policies and campaigns.
“Calvin Klein said being morbidly obese was cool,” the farmer sang.
“Greedy banks lecturing me about DEI. Are they for real? Some whackjobs named Ben and Jerry want me to boycott Israel.”
“It’s enough to make you reach for a beer, but Bud’s woke too. Next they’ll call it the Queen of Beers, guess this Bud ain’t for you.”
The song took aim at Nike’s ad with Colin Kaepernick, a football player who knelt during the national anthem; Bud Light’s campaign with trans influencer Dylan Mulvaney; Ben & Jerry’s anti-Israel politics; and Target’s Pride clothing collection for kids.
It ended with a nod to American Eagle’s racy denim campaign with Sydney Sweeney — which used the word “genes” instead of “jeans” when discussing the blonde-haired, blue-eyed actress.
