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3h ago

Cracker Barrel Reverses Rebrand, Restores 'Old Timer' Logo After Outcry and Trump Push

Shares rose after the company scrapped the minimalist mark, with a broader modernization program still underway.

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Cracker Barrel's now-abandoned logo (seen here on a menu) joins Max in the history of redesign failures.

Overview

  • The company said its new logo is "going away" and confirmed the classic 'Old Timer' image will remain after a week of criticism.
  • Cracker Barrel’s Aug. 19 redesign removed the seated figure and barrel in favor of text-only branding tied to its 'All The More' campaign.
  • President Donald Trump urged a reversal on Truth Social, and the White House posted a mocked-up logo featuring Trump with the caption "Go Woke, go broke."
  • Shares fell by a double-digit percentage after the rollout, then climbed more than 6% Tuesday and about 3% Wednesday as the company reinstated the old logo.
  • CEO Julie Felss Masino initially defended the refresh before an apologetic statement, and the logo episode sits within a multi-hundred-million-dollar modernization effort.