Shares Jump as Company Abandons Minimalist Redesign
Cracker Barrel (CBRL) has scrapped its recent logo redesign after customer backlash and political pressure reached the highest levels. The restaurant chain announced Wednesday that it would return to its iconic “Old Timer” logo, saying in a statement: “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.”
The reversal came after President Donald Trump publicly urged the company to reinstate its traditional branding. In a post on Truth Social, Trump praised the decision and suggested Cracker Barrel had turned controversy into opportunity: “They got a billion dollars’ worth of free publicity if they play their cards right… Make Cracker Barrel a WINNER again.”
Shares responded swiftly, rising 7% in premarket trading Wednesday and more than 6% on Tuesday, following Trump’s comments. The stock had tumbled over 14% last week after the company unveiled a minimalist redesign that removed the image of “Uncle Herschel” from its logo.
The redesign, which was intended to modernize the brand, instead sparked criticism from loyal customers and conservative commentators. Donald Trump Jr. and Trump adviser Alex Bruesewitz were among those who blasted the change on social media, pointing to CEO Julie Felss Masino’s support for employee resource groups.
Cracker Barrel initially defended its decision, noting that Uncle Herschel would remain on menus and signage, and the redesign was part of broader restaurant updates. However, mounting backlash pushed the company to fully revert.
Despite the controversy, Cracker Barrel’s stock remains up nearly 40% over the past year, underscoring both the risks and rewards of brand evolution. As University of Michigan professor Marcus Collins noted, “You can’t target and reach everybody.”
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