A Cracker Barrel sign featuring the old logo hangs on the outside of a restaurant on August 21, 2025 in Homestead, Florida.
Joe Raedle | Getty Images
President Donald Trump weighed in Tuesday on the controversial rebranding of Cracker Barrel Old Country Store, writing that, “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,” Trump said in a Truth Social post, just a day after Cracker Barrel told customers the company could have handled its rebranding better than it did.
“Very tricky to do, but a great opportunity. Have a major News Conference today. Make Cracker Barrel a WINNER again,” Trump wrote.
Cracker Barrel’s stock jumped after Trump’s post just after 10:30 a.m. ET, rising from around $54.73 per share to more than $57.50 per share in less than 30 minutes, a gain of more than 5%.
The White House’s official X account later tweeted, “Go woke, go broke,” with a reimagined Cracker Barrel logo featuring Trump sitting next to the company’s iconic barrel, with the words “America First” and “America is Back.”
Trump’s comments came nearly a week after his son Donald Trump Jr. blasted the company for the rebranding, and after the company’s stock dropped on the heels of the new logo’s unveiling.
“WTF is wrong with @CrackerBarrel??!” the younger Trump wrote Wednesday on X, echoing criticism from some conservatives.
As part of its rebranding, Cracker Barrel removed the image on its logo of its “Uncle Herschel” character leaning against a barrel.
The new logo also ditched the yellow barrel and the phrase “Old Country Store,” leaving just the words “Cracker Barrel.”
Since the rebranding was unveiled last week, the new logo has been roasted on social media as “soulless,” “bland” and “generic.”
The new Cracker Barrel logo is seen on a menu inside the restaurant on August 21, 2025 in Homestead, Florida.
Joe Raedle | Getty Images
In a statement Monday, Cracker Barrel said, “If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel. We’re truly grateful for your heartfelt voices.”
“You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be,” the company said.
But the company gave no indication that it would revert to its old logo.
Florida, Stuart, Cracker Barrel Old Country Store.
Jeff Greenberg | Universal Images Group | Getty Images
