US restaurant chain abandons rebrand after new logo prompts firestorm of criticism online.
Cracker Barrel, the US restaurant chain known for its southern-style cuisine, has abandoned a controversial rebrand following a backlash stoked by prominent right-wing figures including United States President Donald Trump.
The Lebanon, Tennessee-based chain said on Tuesday that it would bring back its decades-old logo after its announcement of a simplified design provoked a firestorm of criticism online.
“We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain,” the company said in a statement.
“At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family. As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon.”
Cracker Barrel, which has more than 600 stores across the US, last week unveiled a new logo as part of the “fifth evolution” of its brand, ditching the image of a seated man leaning against a barrel in favour of a simplified, text-only design.
The redesign prompted a swift backlash in right-wing circles, with some commentators claiming the company had gone “woke” – a term used by conservatives to mock what they see as an excessive fixation on racial and gender diversity.
Shares in Cracker Barrel, which had fallen sharply amid the backlash, rose more than 6 percent in after-hours trading following the reversal.
Weighing in on the furore shortly before Cracker Barrel’s announcement on Tuesday, Trump called on the company to revert to its old logo and “admit a mistake”.
“They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity,” Trump wrote on his platform Truth Social.
Following Cracker Barrel’s U-turn, Trump congratulated the chain on the change.
“All of your fans very much appreciate it,” Trump wrote on Truth Social.
“Good luck into the future. Make lots of money and, most importantly, make your customers happy again!”
Since returning to the White House in January, Trump has used the presidency to exert an extraordinary level of influence over private businesses.
Trump last week announced that the US government had taken a 10 percent stake in Intel, days after confirming that chip giants Nvidia and AMD had agreed to pay 15 percent of revenues from chip sales in China into Washington’s coffers.
Last month, Coca-Cola announced that it would release a version of its signature drink made with cane sugar in the US after Trump claimed to have persuaded the company to start using the sweetener in favour of high-fructose corn syrup.
