President Donald Trump weighed in on Cracker Barrel's controversial rebranding on Tuesday, both before and after the company announced that it was reverting back to its previous logo.
Earlier, the president posted on Truth Social, "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. 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."
Later Tuesday, the company announced that it was reverting back to its old logo.
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Trump remarked on his social media platform after the reversal, "Congratulations 'Cracker Barrel' on changing your logo back to what it was. 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!"
The president included an image of the Cracker Barrel logo with himself seated and leaning on an oil barrel. The words "America First" replace "Cracker Barrel."
Why It Matters
Cracker Barrel introduced the new logo as part of the "All the More" campaign, featuring new and returning menu items, restaurant remodels and "an enhanced brand look and feel."
The new logo, which no longer features a man resting by a barrel, has been met with online discourse and backlash. Cracker Barrel responded on Monday, telling the public, "You've also shown us that we could've done a better job sharing who we are and who we'll always be."
Why is Cracker Barrel Rebranding?
The new logo is the fifth in Cracker Barrel's history. The brand says this version "is now rooted even more closely to the iconic barrel shape and word mark that started it all."
"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. With 'All the More,' we're honoring our legacy while bringing fresh energy, thoughtful craftsmanship and heartfelt hospitality to our guests this fall," said Sarah Moore, Chief Marketing Officer of Cracker Barrel, said in a statement introducing the "All the More" campaign.
What is the Cracker Barrel Logo Controversy?
The logo change has been criticized online, including by Donald Trump, Jr., who wrote, "WTF is wrong with @CrackerBarrel??!"
Critics argue that the brand is abandoning its history.
Restaurant chain Steak 'n Shake said, "Heritage is what got Cracker Barrel this far, and now the CEO wants to just scrape it all away."
Who is Cracker Barrel's Uncle Herschel?
Uncle Herschel was the uncle of Cracker Barrel Old Country Store's founder Dan Evins, according to the brand's website. He was a salesman for Martha White Flour Company for 32 years. During that time, he traveled through the South and visited many towns' general stores.
Cracker Barrel said Uncle Herschel helped shape the brand's image and values.
Fans have speculated that the man in the old Cracker Barrel logo is Uncle Herschel, but the brand said that is not the case in a blog post. The man is a generic "old-timer" wearing overalls created by Nashville designer Bill Holley on a napkin in 1977, according to the brand.
When the restaurant, founded in 1969, first opened, it had a text-only logo. The restaurant's name originates from a time in the 19th century when people would socialize around a barrel full of crackers in a country store.
What People Are Saying
President Donald Trump, on Truth Social: "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!"
Restaurant chain Steak 'n Shake, on X: "At Steak n Shake, we take pride in our history, our families, and American values. All are welcome. We will never market ourselves away from our past in a cheap effort to gain the approval of trend seekers."
Cracker Barrel, in a statement: "While our logo and remodels may be making bigger headlines, our bigger focus is still right where it belongs...in the kitchen and on your plate: serving generous portions of the food you crave at fair prices and doing it with the kind of country hospitality that brightens your days and creates lasting memories."
What Happens Next
Cracker Barrel said it will be "showing up on new platforms and in new ways, but always with our heritage at heart."
"We know we won't always get everything right the first time, but we'll keep testing, learning, and listening to our guests and employees," the brand said.
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Update: 8/26/25, 7:57 p.m. ET: This article was updated with additional information and remarks.
Update: 8/26/25, 8:04 p.m. ET: This article was updated with additional information and remarks. The headline was updated after Cracker Barrel's decision Tuesday to revert to its previous logo.