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Cracker Barrel logo over a restaurant Cracker Barrel
Cracker Barrel
‘Go woke, go broke’: Trump congratulates restaurant chain Cracker Barrel for restoring old logo
The rebrand sparked a furious, culture war-fuelled backlash.
DONALD TRUMP HAS “congratulated” a US restaurant chain for reverting back to its original logo after a redesign was roundly criticised.
The rebrand sparked a furious, culture war-fuelled backlash, including criticism from Trump.
The folksy, homestyle chain saw tens of millions of dollars wiped off its share price since it unveiled a new look last week that right-wingers criticized as “woke.”
The new, simplified – and now abandoned – logo featured just the text of the brand name in a rounded-off yellow hexagon.
Cracker Barrel has now reverted to its old logo – the image of an old man sitting on a chair and leaning on a barrel.
The move came just hours after Trump weighed in on the controversy.
“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 on his social media platform Truth Social.
Trump added: “They got a Billion Dollars of free publicity if thy play their cards right. Very tricky to do, but a great opportunity. Make Cracker Barrell a WINNER again.”
Trump went on to remark that in “just a short period of time I made the United States of America the ‘HOTTEST’ Country anywhere in the World”.
In a social media post, Cracker Barrel, which has over 600 stores across the US, thanked the public for “sharing your voices”.
“We said we would listen, and we have,” said the company.
“Our new logo is going away and our ‘Old Timer’ will remain.”
In a post on X, the official White House account posted a mocked-up Cracker Barrel image that featured Trump instead of the ‘Old Timer’ and featured the phrase “America First” as opposed to Cracker Barrel.
Responding to the decision to go back to the old logo, Trump passed on his “congratulations” to Cracker Barrel.
“All of your fans very much appreciate it,” he added.
“Makes lots of money and, most importantly, make your customers happy again!”
The logo furor comes as Trump’s White House leads a crusade against diversity and anything it brands “woke” – a derogatory shorthand for leftist social justice movements – in both the US government and corporate America.
Trump won in 74% of counties with a Cracker Barrel in 2024, according to elections analyst Dave Wasserman.
With additional reporting from © AFP 2025
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