Cracker Barrel Stock Rises After Logo Change
- Shares of Cracker Barrel Old Country Store rose roughly 5% Wednesday after the restaurant chain said it would scrap its new logo and return to the original one,...
- The stock moves on Tuesday night and Wednesday morning have brought Cracker Barrel shares close to restoring their original losses from when the new logo was first announced...
- "We thank our guests for sharing your voices and love for Cracker Barrel.
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Cracker Barrel Reverts to Original Logo After Backlash, Including Trump’s Criticism
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Shares of Cracker Barrel Old Country Store rose roughly 5% Wednesday after the restaurant chain said it would scrap its new logo and return to the original one, amid mounting criticism from social media users and even President Donald Trump.
The stock moves on Tuesday night and Wednesday morning have brought Cracker Barrel shares close to restoring their original losses from when the new logo was first announced last week.
“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 company said in a statement on Tuesday.
The switch occurred just hours after Trump weighed in on the rebranding, writing on social media “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.”
After Trump’s message, shares of Cracker Barrel were up over 6% at Tuesday’s close.
Trump congratulated the company in a social media post later Tuesday evening after the announcement that the original logo would remain.
“Congratulations ‘Cracker Barrel’ on changing your logo back to what it was. All of your fans very much appreciate it!” Trump posted.
The Initial Rebranding and the Backlash
Last week, Cracker Barrel unveiled a new logo as part of a broader rebranding effort. The new design, a more modern and minimalist take on the classic “Old Timer” image, immediately sparked a negative reaction online. Many customers expressed their disappointment, arguing that the new logo lacked the nostalgic charm and familiarity of the original. Social media platforms were flooded with complaints and memes mocking the redesign.
Why the Original Logo Resonated
The original Cracker barrel logo, featuring a weathered, smiling old man, has been a fixture of the brand’s identity for decades. It evokes a sense of Americana,comfort,and traditional values – qualities that are central to Cracker barrel’s brand image. The new logo, by contrast, was perceived as sterile and lacking in personality.
The Role of Donald Trump
The situation took an unexpected turn when former President Donald