Overview

• Cracker Barrel announced Tuesday that its new minimalist mark is being scrapped and the longtime seated figure will remain the primary logo.
• The rebrand unveiled last week had removed the Uncle Herschel character and the barrel, leaving a text-only design that drew swift online criticism.
• President Donald Trump urged the chain to revert to the old logo, and the White House amplified the dispute with a parody image and a “Go Woke, go broke” caption.
• The backlash tracked with a selloff that wiped out roughly 10%–12% of Cracker Barrel’s market value, or about $100 million, in the days after the rollout.
• Executives emphasized that a broader modernization effort of stores and menus continues as part of a longer-term transformation.