Cracker Barrel’s controversial redesign has made its way to the president’s desk.
On Tuesday, shares of the restaurant operator rose 5% after President Trump called on the company to change its logo back following a redesign it unveiled last week, which sent shares tumbling amid broad customer backlash.
“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 said in a post on Truth Social Tuesday morning.
“They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity. Have a major News Conference today. Make Cracker Barrel a WINNER again.”
Cracker Barrel stock fell more than 14% last week after the company announced the fifth evolution of its logo to a more minimalist look, removing the image of Uncle Herschel.
On Monday evening, Cracker Barrel wrote in an Instagram post that it “could’ve done a better job sharing who we are and who we’ll always be.”
Cracker Barrel announced the company’s new brand logo on Aug. 19 (Courtesy: Cracker Barrel)
The company added that Herschel is “not going anywhere — he’s family” and will be featured on its menu, road signs, and in the store.
Alongside the changed logo, the company also leaned into “refreshed restaurant remodels” that have an “enhanced brand look and feel.”
Yahoo Finance reached out for comment, but did not hear back.
The president’s son, Donald Trump Jr., previously weighed in on the logo change on X, reposting from an account called Woke War Room, whose complaints included CEO Julie Felss Masino’s “woke regime” and Cracker Barrel’s LGBTQ+ Alliance employee resource group. Trump adviser Alex Bruesewitz has also been critical on the platform in recent days, also sharing an image of the LGBTQ group’s logo and a picture of Masino.
Masino joined Yahoo Finance back in June, saying at the time, “We’re seeing people still choose us and shop with us, and we’re making sure that we’re…
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