Cracker Barrel Changes New Logo Back To Old Logo

JACKSONVILLE, Florida — Cracker Barrel Old Country Store has backtracked on its recent logo redesign, announcing on August 26, 2025, that it will restore its iconic “Old Timer” figure following intense public outcry, a stock value drop, and criticism from prominent conservatives, including President Donald Trump, FOX Business reports.

Cracker Barrel Old Logo versus New Logo

The company unveiled its modernized logo on August 20, 2025, as part of the “All the More” campaign aimed at refreshing its image for a broader audience. The new design featured a minimalist gold shield with the restaurant’s name in a updated font, omitting the traditional image of an elderly man in overalls leaning against a barrel—affectionately known as the “Old Timer”—as well as the words “Old Country Store.” This change was intended to appeal to younger demographics while maintaining the chain’s Southern hospitality roots, but it quickly sparked widespread backlash on social media, with critics accusing the brand of going “woke” and abandoning its heritage.

In a statement posted on X (formerly Twitter), Cracker Barrel acknowledged the feedback: “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.” The post emphasized the chain’s commitment to “delicious food, warm welcomes, and the kind of country hospitality that feels like family,” while highlighting its role as a “proud American institution” with 70,000 employees.

The decision came just hours after President Trump weighed in on the controversy, using it to underscore his influence on cultural issues. Trump posted a spoof logo on social media, replacing “Cracker Barrel” with “America First” and adding “AMERICA IS BACK” underneath, trolling the company’s rebrand. His involvement amplified the boycott calls, echoing similar conservative-led campaigns against brands perceived as straying from traditional values.

Financially, the rebrand proved costly. Cracker Barrel’s stock (NASDAQ: CBRL) plummeted nearly $143 million in market value in the days following the announcement, with shares dropping about 7% to close at $54.80 on August 21, before partially recovering. The dip reflected investor concerns over alienating the chain’s core customer base, which skews toward older, conservative demographics in rural and suburban areas.

This incident draws parallels to Bud Light’s 2023 controversy, where a promotional campaign featuring transgender influencer Dylan Mulvaney led to a boycott and a 24.6% sales drop in the weeks following. Bud Light’s market share erosion served as a cautionary tale for brands navigating cultural sensitivities, with sales still down 29.9% year-over-year as of early 2024.

Social media reactions to Cracker Barrel’s reversal were mixed but largely celebratory among critics. Influencers like Robby Starbuck, who had exposed the company’s past involvement in diversity initiatives, questioned whether the logo change addressed deeper issues like DEI policies and support for LGBTQ+ events.

As Cracker Barrel moves forward, the episode underscores the delicate balance between modernization and preserving cultural touchstones. With over 660 locations across 43 states, including 60 in Florida,  the chain’s leadership has pledged to continue listening to its customers,.