Cracker Barrel Drops New Logo Design After Conservative Backlash

[Celerity]

Last edited Wed Aug 27, 2025, 01:39 AM - Edit history (1)

https://www.nytimes.com/2025/08/26/business/cracker-barrel-logo-rebrand.html

https://archive.ph/ykCpy



Cracker Barrel announced on Tuesday that it would keep its original logo, complete with the classic guy-and-a-barrel design, after its plans to rebrand set off a backlash on social media, including from President Trump.

The company said last week that it was adopting a “fresh” new look, moving away from its logo featuring “Old Timer,” as the man leaning against a big barrel was sometimes referred to, before many on social media criticized the plan. “We said we would listen, and we have,” the company posted on social media. “Our new logo is going away and our ‘Old Timer’ will remain.”

Cracker Barrel’s new, streamlined logo ignited a backlash from those criticizing the chain for its so-called “wokeness.” The chain had been the target of similar criticism from conservatives in recent years for its embrace of Pride celebrations and its L.G.B.T.Q. employee alliance.

Mr. Trump weighed in on social media on Tuesday, calling the chain’s rebrand attempt a “mistake.” He implored the company to revert to its tried-and-true logo and to use the “Billion Dollars worth of free publicity” that the controversy had provided them. “Make Cracker Barrel a WINNER again,” he wrote.

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[Klarkashton]

1. One more reason to never go there.

[wcmagumba]

2. I haven't been there in years but now I will never go there, Trump sycophants, jerks...imo

[misanthrope]

7. The only time I have been there is when my father wanted to go

Their food isn't very good and I don't buy into contrived folksiness built on mythology about the bucolic purity of rural life in the Jim Crow South.

[RandySF]

3. America refuses to leave our racist symbols behind.

[MrWowWow]

4. Lives are Definitely in the Balance There! LMFAO!!!

[Blue Owl]

5. But are they going ahead with renaming it Cousin Fuckers?

[Aviation Pro]

9. Maybe Couch Fuckers?

…..

[misanthrope]

6. The more accurate story

Cracker Barrel reverses logo redesign after stocks take a nosedive.

[Amishman]

19. This is true, but the new logo also sucked

It was completely bland and forgettable.

I don't mind the idea of replacing the old logo, just replace it with something with some character and not something that looks like it was made in 5 minutes with MS Paint.

[Grokenstein]

8. On to the next pointless culture-war "outrage."

I'd ask the trumpniks if they're happy now but they're never really happy.

[Heidi]

10. Just like the TACO fuhrer.

[IcyPeas]

11. "Billion Dollars worth of free publicity" that the controversy had provided them

And if there's one person who knows how to profit off controversy.

Mr. Trump weighed in on social media on Tuesday, calling the chain’s rebrand attempt a “mistake.” He implored the company to revert to its tried-and-true logo and to use the “Billion Dollars worth of free publicity” that the controversy had provided them. “Make Cracker Barrel a WINNER again,” he wrote.

[TexasBushwhacker]

14. A friend suggested that it's a "New Coke" play

Change a "beloved" brand just for the sake of attention.

[no_hypocrisy]

12. Now TSF will take complete credit for making Cracker Barrell return to its

original logo. Just because he demanded it.

[yellowcanine]

13. Whole thing was a big fat nothing burger.

And the fact that Trump and the MAGATs were sucked in by the fake “controversy” shows how shallow they are.

[zanana1]

15. I guess I'm a bit dense, but I don't understand...

Why is the Cracker Barrel logo racist? There's something I'm not getting here. Please fill me in?

[Paladin]

16. Chickenshits---cratering to morons. Nice combination.

Pretty safe bet I'll never patronize another Cracker Barrel---I still care about the sort of company I keep.

[tanyev]

17. "But we will modernize Old Timer by giving him a red MAGA hat."

OK, I made that up.

[biocube]

18. Even things that aren't about culture wars...

have become about culture wars. Anyways, it was a really silly rebranding by dumb corporate executives who don’t know who their customer base is.

If CB wants to make a comeback, then stop giving people foods that taste like leftovers cooked in the oven. I'm not really a food snob, but it just wasn’t good the last time I ate there.