Cracker Barrel Reverts to Old Logo After Trump Criticism, Shares Surge Over 7%

Cracker Barrel faced significant backlash after unveiling a new, simplified logo as part of its modernization efforts, leading to widespread criticism from customers and conservative supporters, including President Donald Trump. Trump publicly urged the company to revert to its traditional logo, calling the controversy a "billion dollars worth of free publicity" and encouraging better management based on customer feedback. The restaurant chain responded by announcing it would discard the new logo and retain the iconic "Old Timer" character, acknowledging the strong emotional connection customers have with the original branding. The controversy sparked debate over the company’s strategic direction, with some critics linking the rebrand to a perceived departure from Cracker Barrel's Southern country identity. Despite initial defense of the new design by CEO Julie Felss Masino, the reversal was seen as a move to appease conservative customers and investors concerned about potential boycotts. Analysts will be closely watching the chain's upcoming quarterly results to assess the impact of the controversy on customer traffic and financial performance.