Cracker Barrel has reinstated its original logo featuring “Uncle Herschel” after a public backlash and support from former President Donald Trump. The restaurant chain, known for its home-style cooking, initially revealed plans to replace its logo, which includes the iconic figure of Uncle Herschel, with a simplified version that showed only the company name. This decision, announced last week, faced significant criticism from customers.
On August 26, 2025, Cracker Barrel responded to the negative feedback by reverting to its original design. The company acknowledged that it could have better communicated its identity and values to its customers. Following the logo change, the company’s shares experienced a nearly 13% drop but saw a recovery on the evening of the announcement about the logo’s return.
President Trump, who had previously criticized the logo change, took to social media to express his support for the reversal. “Cracker Barrel should go back to the old logo, admit a mistake based on customer response, and manage the company better than ever before,” he wrote on his platform, Truth Social. He suggested that the company had an opportunity for significant publicity, adding, “Make Cracker Barrel a WINNER again.”
Taylor Budowich, a deputy chief of staff in Trump’s administration, also chimed in on the matter. In a post on X, he revealed that Cracker Barrel communicated with Trump, thanking him for his input regarding their logo. “They wanted the President to know that they heard him, along with customer response, and would be restoring the ‘Old Timer,’” Budowich relayed. He commended the decision, stating, “So smart! Congrats Cracker Barrel and America!”
In another post, Trump congratulated Cracker Barrel on reverting to the original logo, expressing appreciation from the brand’s fans. “Good luck into the future. Make lots of money and, most importantly, make your customers happy again!” he wrote.
Further engaging with the situation, Trump shared a mock-up of the Cracker Barrel logo, featuring himself in place of Uncle Herschel, leaning on an oil barrel. This playful take on the controversy added a layer of humor to the unfolding events.
Cracker Barrel operates in 43 states across the United States, making it a well-known brand in the casual dining sector. The recent logo incident illustrates the power of public sentiment and social media influence in corporate decision-making. The company’s management has emphasized the importance of listening to customer feedback, stating, “We could’ve done a better job sharing who we are and who we’ll always be.”
The swift reversal of the logo decision highlights the dynamic interaction between businesses and their customers, particularly in an era where social media can amplify voices and shape corporate strategies.