Cracker Barrel Reverses Logo Change Amidst Intense ‘Anti-Woke’ Backlash and Trump’s Intervention

In a swift and dramatic reversal that underscores the escalating culture war in corporate America, Cracker Barrel Old Country Store has announced it will reinstate its iconic ‘Uncle Herschel’ logo, abandoning a recent minimalist rebrand. The decision comes after a fierce conservative backlash, fueled by prominent right-wing figures and former President Donald Trump, who directly called for the company to revert its changes.

Earlier this month, the 56-year-old southern restaurant chain unveiled a new, pared-down gold logo and more modern interiors, part of an effort to attract younger customers. However, what Cracker Barrel likely intended as a routine refresh quickly spiraled into a political firestorm online, with conservative activists declaring, “We must break the Barrel,” and accusing the company of succumbing to ‘wokification.’

The outrage reached the highest levels when Donald Trump took to social media, urging the company to “go back to the old logo, admit a mistake… Make Cracker Barrel a WINNER again.” Within days of the initial rebrand, Cracker Barrel’s stock had slid over 10%. Following Trump’s intervention, the company reversed course, stating, “We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain.” A senior White House official confirmed Cracker Barrel executives had thanked President Trump for his input.

The company’s stock rebounded by 8% following the announcement, and reports indicate Cracker Barrel also removed a dedicated ‘Pride page’ from its website. This incident is being hailed by right-wing commentators as a significant victory in the culture war, demonstrating the potent influence of the MAGA movement on corporate decision-making.

The Cracker Barrel saga is the latest in a series of high-profile corporate controversies, following similar backlashes against Bud Light and Target in 2023 over perceived ‘woke’ initiatives. Experts, including marketing professors, note the unprecedented nature of a former president directly influencing corporate branding and the amplified effect of social media in these politically charged times. This trend is further evidenced by an April survey indicating nearly 40% of major US brands plan to reduce Pride-related engagement in 2025, signaling a broader retreat by corporations under political pressure.

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