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Cracker Barrel stock jumps as company reverts to old logo after Trump weighs in
Cracker Barrel’s controversial redesign made its way to the president’s desk, and now the company says its reverting to its old 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,” the company said in a statement.
On Tuesday, shares of the restaurant operator rose more than 6% after President Trump called on the company to change its logo back following a redesign it unveiled last week, which sent shares tumbling amid broad customer backlash.
“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 said in a post on Truth Social Tuesday morning.
“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. Make Cracker Barrel a WINNER again.”
After the company announced it decided to return to its old logo on Monday evening, its stock jumped again in after-hours trading, gaining more than 5%.
Cracker Barrel stock fell more than 14% last week after the company announced the fifth evolution of its logo to a more minimalist look, removing the image of Uncle Herschel.
On Monday evening, Cracker Barrel wrote in an Instagram post that it “could’ve done a better job sharing who we are and who we’ll always be.”
The company added that Herschel is “not going anywhere — he’s family” and will be featured on its menu, road signs, and in the store.
Alongside the changed logo, the company also leaned into “refreshed restaurant remodels” that have an “enhanced brand look and feel.”
Yahoo Finance reached out for comment, but did not hear back.
The president’s son, Donald Trump Jr., previously weighed in on the logo change on X, reposting from an account called Woke War Room, whose complaints included CEO Julie Felss Masino’s “woke regime” and Cracker Barrel’s LGBTQ+ Alliance employee resource group. Trump adviser Alex Bruesewitz has also been critical on the platform in recent days, also sharing an image of the LGBTQ group’s logo and a picture of Masino.
“The idea is that you have made decisions based on some knowledge, … and if you miss some people, that’s what happens,” University of Michigan business professor Marcus Collins told Yahoo Finance. “You can’t target and reach everybody.”
