Overview

• Cracker Barrel said on August 26 that its new wordmark is being scrapped and the longtime ‘Old Timer’ mascot will remain, calling the move a response to customer feedback.
• The White House claimed the reversal was announced shortly after company officials spoke with staff, according to Deputy Chief of Staff Taylor Budowich, who said they conveyed the president’s views.
• Shares rebounded after steep losses tied to the redesign, with the stock up 6.3% on August 26 and 4.5% on August 27 following an earlier session that erased roughly $94–$100 million in market value.
• The company has removed or reworked website content referencing Pride and diversity, equity and inclusion, with a spokesperson saying pages were updated and out-of-date material was taken down.
• The logo change was part of a broader transformation aimed at younger diners, but conservative influencers including Christopher Rufo, Robby Starbuck and Matt Walsh rallied opposition that turned the refresh into a culture‑war flashpoint.