Overview

• Cracker Barrel confirmed on Aug. 26 that it will drop the new wordmark and keep the longtime “Old Timer” logo after customer reactions.
• The Aug. 18 redesign removed the seated man, barrel iconography, and the “Old Country Store” wording in favor of a minimalist type treatment.
• Social-media criticism from conservative commentators intensified the reaction, and President Donald Trump publicly urged a return to the old logo.
• The company tried to contain the reaction on Aug. 25 after an initial share-price slide erased millions in market value.
• Executives say the reversal does not halt a roughly $700 million transformation spanning store updates, menu changes, and pricing strategy.