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US restaurant chain Cracker Barrel has decided to cancel its plans to introduce a new logo after facing strong public backlash. In a social media statement, the company thanked its customers for their feedback and affection, saying, “We promised to listen, and we have. Our new logo is being withdrawn, and the beloved ‘Old Timer’ will stay.” The company faced criticism following the release of a modernized logo that removed the iconic “Old Timer” figure.
Founded in 1969 in Lebanon, Tennessee, there are now more than 600 Cracker Barrel restaurants across the US.
President Donald Trump, who was among those slamming the rebrand, applauded the reversal, saying: "Congratulations 'Cracker Barrel' on changing your logo back to what it was. All of your fans very much appreciate it".
The new version of the logo, which was unveiled along with a new menu on 19 August, removed the image of a man sitting in a chair and leaning against a barrel - known as the "Old Timer" - and replaced it with an emblem featuring only the chain's name.
That sparked accusations that the company, known for its Southern-style comfort food and nostalgic atmosphere, was abandoning its roots.
President Trump urged the brand to return to its old logo, and "admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before".
He said the chain has "got a Billion Dollars worth of free publicity if they play their cards right", adding: "Make Cracker Barrel a WINNER again".
Shares in the company nosedived by around 7% following the announcement.
In its statement on X announcing the reversal on Wednesday evening, the company said: "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."
