Cracker Barrel on Tuesday said it would stick with its original logo after its rebrand was widely derided, including by President Donald Trump. Screenshot from Cracker Barrel/X
The White House said Tuesday that Cracker Barrel reverted to its old logo after President Donald Trump criticized the restaurant chain’s widely panned rebrand.
Cracker Barrel announced Tuesday that it would keep its “Old Timer” logo that featured an overall-clad man reclining against a wooden barrel. The move came hours after Trump had piled on to criticism of the Cracker Barrel’s new logo that had become a culture war flashpoint.
“Cracker Barrel should go back to the old logo, admit a mistake based on customer response (the ultimate Poll) and manage the company better than ever before,” Trump wrote in a social media post earlier on Tuesday.
After the chain announced it was scrapping the logo, White House Press Secretary Karoline Leavitt reposted Trump’s post, writing on X “…8 hours ago.” Deputy White House Chief of Staff Taylor Budowich wrote on X that he spoke earlier with leaders of Cracker Barrel, who said they thanked Trump for weighing in on the logo.
The Tennessee-based chain, which started as a restaurant-gas station in 1969, had earlier unveiled a new scaled-down logo that kept its gold and brown color palette but left out the overall-wearing mascot. The redesign drew heated backlash and caused the company’s share price to plummet.
Republican Rep. Byron Donalds of Florida wrote in a post on X that he worked at a Cracker Barrel franchise in Tallahassee and gave his “life to Christ in their parking lot.”
“Their logo was iconic and their unique restaurants were a fixture of American culture,” he wrote. “No one asked for this woke rebrand. It’s time to Make Cracker Barrel Great Again.”
Conservative social media influencer Robby Starbuck released a 15-minute video arguing that the rebrand was an extension of its alliance with LGBTQ advocacy groups and an embrace of diversity, equity and inclusion programs.
“To put it mildly, Cracker Barrel has forgotten who their core customers are. It’s time for us to remind them,” he wrote on X.
Even California Gov. Gavin Newsom and other Democrats piled on. The X account for The Democrats wrote: “We think the Cracker Barrel rebrand sucks too.”
In announcing that its old logo was here to stay, Cracker Barrel wrote on X that “We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain.”
We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our “Old Timer” will remain.
At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm… pic.twitter.com/C32QMLOeq0— Cracker Barrel (@CrackerBarrel) August 26, 2025
