(LifeSiteNews) — The country-themed restaurant chain, Cracker Barrel, announced it will return to its familiar decades-old logo after it endured a firestorm of criticism from unhappy customers who disliked its updated logo that dropped “Uncle Herschel” and his cracker barrel.
For many, modernizing of the logo signaled that the company was trading heartland values in favor of woke ideology and was seen as a massive misstep akin to Anheuser-Busch’s 2023 decision to use transgender activist Dylan Mulvaney to promote Bud Light, triggering a boycott by conservatives and causing sales to crater.
Cracker Barrel executives likely had the Bud Light debacle in mind as they quickly chose to reinstate the company’s familiar logo.
In order to avert a public relations disaster, the Tennessee-based company with restaurants in 43 states posted an apology on social media, assuring customers that their voices had been heard and that the company’s values had not changed.
“We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have,” wrote Cracker Barrel on X above a picture of its unchanged signage. “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 welcomes, and the kind of country hospitality that feels like family,” continued the message. “As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon.”
The Trump White House suggested that the president shared in the credit for the company’s reversion of the logo.
“I appreciated the call earlier this evening with Cracker Barrel. They thanked President Trump for weighing in on the issue of their iconic ‘original’ logo,” wrote Deputy White House Chief of Staff Taylor Budowich on X. “They wanted the President to know that they heard him, along with customer response (the ultimate poll), and would be restoring the ‘Old Timer.’”
“So smart! Congrats Cracker Barrel and America!” he added.
I appreciated the call earlier this evening with @CrackerBarrel. They thanked President Trump for weighing in on the issue of their iconic “original” logo. They wanted the President to know that they heard him, along with customer response (the ultimate poll), and would be… https://t.co/z8smaUVYKE
— Taylor Budowich (@TayFromCA) August 26, 2025
Several prominent influencers took to social media to hail the decision as a victory for conservatives but said that Cracker Barrel’s assurances did not go far enough.
Calls rang out for the firing of Cracker Barrel’s CEO and other executives who were seen to be transforming the company into another woke, DEI-focused (diversity, equity, and inclusion) corporation.
Conservative activist and education reformer Christopher Rufo, responded:
Good. Now, a checklist for further action:
- Abolish DEI
- Terminate support for gender cultism
- Engage in total dewokification
Deadline: immediately.
Good. Now, a checklist for further action:
🔲 Abolish DEI
🔲 Terminate support for gender cultism
🔲 Engage in total dewokificationDeadline: immediately.
— Christopher F. Rufo ⚔️ (@realchrisrufo) August 26, 2025
“VICTORY” declared Rogan O’Handley, better known as “DC Draino.”
“Now fire your woke girl bosses and get rid of all your racist DEI policies. Oh, and keep the original interiors,” he continued. “We want to eat in Grandma’s home, not Grandma’s nursing home.”
VICTORY
Now fire your woke girl bosses and get rid of all your racist DEI policies
Oh, and keep the original interiors
We want to eat in Grandma’s home, not Grandma’s nursing home
— DC_Draino (@DC_Draino) August 26, 2025
“I think in order for the Cracker Barrel patrons to return to Cracker Barrel, the woke woman CEO should resign,” wrote MAGA commentator William Sarber. “If she’s sincerely sorry and wants the good people to come back, she’s gotta go. Cracker Barrel deserves better leadership!!”
I think in order for the Cracker Barrel patrons to return to Cracker Barrel, the woke woman CEO should resign. If she’s sincerely sorry and wants the good people to come back, she’s gotta go. Cracker Barrel deserves better leadership !! pic.twitter.com/0gzY658gUu
— William Sarber (@inTrumpscorner) August 26, 2025
“Like this comment if you think the CEO of Cracker Barrel should be fired and they should SCRAP any redesign efforts,” said Gunther Eagleman.
Like this comment if you think the CEO of Cracker Barrel should be fired and they should SCRAP any redesign efforts.
— Gunther Eagleman™ (@GuntherEagleman) August 26, 2025
“Now fire your CEO and we’ll all come back,” said Jeremy Prime.
Now fire your CEO and we’ll all come back. pic.twitter.com/W3AveWvmDM
— Jeremy Prime (@DDayCobra) August 26, 2025
And it wasn’t just conservatives and MAGA Republicans expressing disdain for Cracker Barrel’s unwise rebranding.
The Democratic Party, which is facing severe unpopularity, joined the chorus on X.
