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Cracker Barrel is bringing back the “old timer” logo after a week of criticism, including from President Donald Trump.
“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 restaurant told Business Insider in a statement, which it also published in a post on X.
The statement continued: “At Cracker Barrel, 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.”
Cracker Barrel’s stock had spiked more than 7% in after-hours trading at the time of publication, following the news.
The move came hours after Trump criticized the chain restaurant’s rebrand effort on Truth Social, calling on Cracker Barrel to return to its old logo. He also celebrated the brand’s decision shortly after the announcement.
“Congratulations ‘Cracker Barrel’ on changing your logo back to what it was,” Trump wrote. “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!”
Trump’s criticism of the rebrand came after a week of sustained social media outrage over the redesigned logo, which simplified the font and removed the “old timer” sitting in a chair, leaning over a barrel.
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The logo redesign was unveiled on August 19 as part of the company’s broader rebranding effort, which has faced similar criticism online.
Since the official rebranding began in early August, more than 20 more petitions have been launched on Change.org regarding Cracker Barrel’s modernization, a representative for the digital petition website previously told Business Insider. Some fans have been calling to “Save the Soul of Cracker Barrel,” and others urged a boycott over what they describe as the chain’s “woke” agenda.
Business Insider previously reported that customers in Cracker Barrel locations were divided over the restaurant’s rebrand, which included store renovations in addition to the new logo, but were more concerned about the chain’s menu, which fans say is in need of a refresh.
Do you have a story to share about Cracker Barrel or another restaurant chain? Reach out to this reporter at ktl@businessinsider.com
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