Cracker Barrel changes logo back after backlash to 'woke' new rebrand

The culture wars can find strange new battlegrounds, and that was the case with Cracker Barrel’s recent brand overhaul.

The US restaurant chain, known for its classic Southern menu and respective décor, updated its logo with a more simple arrangement that removed Uncle Hershel, a figure who had been associated with the brand for decades. He was the uncle of founder Dan Evins, and it seems certain sections of society had become very attached to his image.

Cracker Barrel previously announced plans to renovate its restaurants (J. Michael Jones/Getty Images)

Cracker Barrel’s brand refresh, announced alongside plans to renovate its restaurants for a modern feel, was branded as ‘woke’ by myriad conservative voices, although it’s unclear as to what is meant by that.

Regardless, passionate voices were roused to the extent that it reached the White House, with both Donald Trump Jr and the president himself criticising the changes and urging the chain to revert.

President Trump took to his Truth Social platform, saying: “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. They got a Billion Dollars worth of free publicity if they play their cards right."

The new logo that has now been ditched (Cracker Barrel)

He continued: "Very tricky to do, but a great opportunity. Have a major News Conference today. Make Cracker Barrel a WINNER again. Remember, in just a short period of time I made the United States of America the 'HOTTEST' Country anywhere in the World. One year ago, it was 'DEAD.' Good luck.”

With all the opprobrium being levelled at the chain, it’s unsurprising that Cracker Barrel has taken the president’s advice. Ahead of announcing a back-pedal on its plans, representatives of the brand spoke with Deputy White House Chief of Staff and Cabinet Secretary Taylor Budowich.

(Chip Somodevilla/Getty Images)

"They wanted the President to know that they heard him, along with customer response (the ultimate poll), and would be restoring the Old Timer," said Budowich, referring to Uncle Hershel.

On 26 August, Cracker Barrel posted to Instagram to announce that it would revert its logo and reconsider its other planned changes

"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," it said.

Cracker Barrel also operates country stores alongside its restaurants (GREGORY WALTON / Contributor/Getty Images)

"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. As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon.”

The news was welcomed by the president, who posted again to Truth Social.

"All of your fans very much appreciate it,” said Trump. “Good luck into the future. Make lots of money and, most importantly, make your customers happy again.”