After days of serious backlash on social media and an unprecedented plunge in the stock market, Cracker Barrel announced Tuesday afternoon that the Southern-style food chain will revert back to its traditional logo.
“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,” Cracker Barrel announced on X.
“At Cracker Barrel,” the statement continued, “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. As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon.”
The company had unveiled a new minimalist logo and sketches of a more urban-style interior decor Aug. 18, sparking outrage from thousands of patrons and conservative pundits, including activists like Robby Starbuck and even President Donald Trump over perceived “woke” shifts tied to corporate diversity, equity, and inclusion (DEI) initiatives.
According to Fox Business, Cracker Barrel lost $143 million in market value after the “‘woke’ brand fiasco.”
Just hours before the company announced its reversal, Trump had posted on Truth Social urging Cracker Barrel to restore its old logo and manage the brand “better than ever before.”
“They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity,” Trump wrote.
He added, “Have a major News Conference today. Make Cracker Barrel a WINNER again. 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!”
When Cracker Barrel announced it would readopt its old logo, Trump followed up with another post. “All 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!”
https://x.com/RapidResponse47/status/1960509277103124683
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