The cracker barrel returns to its original logo after backlash
The cracker barrel said it’s back to its classic design with a new logo x after the backlash.
- Cracker Barrel was the first to announce that it had updated its logo on August 19th, removing the iconic man sitting next to a wooden barrel.
- The logo was filled with online backlash, sparking a response from President Donald Trump. President Donald Trump encouraged the chain to return to the old timer logo.
- Cracker Barrel announced on August 26th that it would discard the redesign and return to its old logo.
- October 2nd. Cracker Barrel shared that it has ended its partnership with the Prophet, a creative agency that encouraged the redesign of the logo.
The “old timer” cracker barrel logo can be found here. The restaurant has ended its partnership with a creative agency that advises changes to its logo and stripped redesign of the restaurant.
In a news release on October 2, Cracker Barrel confirmed that it has ended its engagement with the Prophet, who encouraged cracker barrels to update their logos and restaurant designs.
Although Cracker Barrel did not explicitly state the reason behind the decision, it’s just weeks after the restaurant chain announced a change in logos, sparking online debate and drumming comments from President Donald Trump. However, after much discussion, the restaurant chain put the logo discussion in bed and returned to its traditional logo.
Cracker Barrel also the Prophet responded immediately to a request for comment on October 3rd.
How did you get here? The controversy over the cracker barrel logo explained.
August 19: Cracker Barrel reveals new logo
On August 19th, Cracker Barrel revealed its new logo. Though faithful to the original gold and brown palette, the logo features only the “cracker barrel” name on a simple background, removing the iconic man and wooden barrel.
The logo has led to intense discussion online, with one Instagram user calling the redesign “cold and sterile.”
August 21st: Cracker barrel stock dip
The rebound even affected the stock price of Cracker Barrel.
When the market closed on August 20th, Cracker Barrel’s shares were valued at $59.02. They made a turn on August 21st, and the stock price fell to $50.76 by noon.
August 25th: Cracker barrels accept backlash
Just six days after the logo’s launch, Cracker Barrel issued a statement addressing public comments.
“If the last few days are showing us something, it’s just how deeply people are interested in the barrel of crackers. We’re really grateful for your sincere voice,” the company said on August 25th.
August 26: Trump encourages the logo to be returned to the chain
The logo sparked a response from Trump.
“Cracker barrels need to go back to their old logos and accept mistakes based on customer response (the ultimate poll) and manage the company more than ever,” Trump said in the Truth Social Post on August 26th.
The president suggested that if the cracker barrel returns the logo, they could win “free promotions.”
“They got $1 billion worth of free advertising if they played their cards correctly. It’s a very difficult, but a great opportunity. Put out a massive press conference today. We’ll make the cracker barrel a winner again.”
After the president’s comments, the official White House X account showed weight and posted the logo of Trump and Cracker Barrel as the man leaning against the barrel.
“I wake up and go to break,” the post said.
August 26th: Cracker Barrel announces logo reversion
Hours after Trump’s social media post, Crackerbarle told USA Today it was returning the “old timer” logo.
“We share your voice and thank our guests for their love for cracker barrels. We said we would listen,” the statement said. “Our new logo is gone, and the ‘old timer’ remains. ”
Trump also praised the company’s reversal in the true social post.
“All your fans are very grateful,” he wrote. “Good luck for the future. Earn lots of money, and most importantly, make our customers happy again!”
September 9: Cracker Barrel says there is no restaurant redesign happening
Cracker Barrel said on September 9th it would not redesign the restaurant, as previously announced in March. The chain had planned to “refresh” the restaurant for the young crowd, including cleaning up eclectic wall decorations. Only four of the chain’s 660 restaurants have been updated, but as with the logo change, the redesign was filled with backlash.
“We’ve shared our voices not only in the logo but also in the restaurants over the last few weeks. We’re continuing to listen,” Cracker Barrel said in a September 9 website update. “Today, we are pausing modifications. If your restaurant is not remodeled, you don’t have to worry. It’s not.”
Donation: Joey Garrison, USA Today
Gretacross is a national trend reporter for USA Today. Story ideas? Please email her gcross@usatoday.com.
Melina Kahn is a national trending reporter for USA Today. She can be contacted at melina.khan@usatoday.com.
