President Donald Trump is urging Cracker Barrel to abandon its unpopular logo redesign and return to the Americana identity that made it one of the nation’s most recognizable restaurant chains.
In a Truth Social post on Tuesday, Trump blasted the company’s rebranding effort under its new CEO.
The president called the “woke” rebrand a “mistake” that risked alienating loyal customers and tanking the brand.
Trump wrote 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.”
The company, long known for its rustic country decor and its iconic “Uncle Herschel” logo, has faced backlash after removing the barrel-leaning figure in favor of a sleeker, sanitized design.
Dining rooms have been remodeled with whitewashed, minimalist interiors, marking a stark contrast from the Americana memorabilia that once defined the chain.
The shift, Trump argued, has created a self-inflicted crisis for the company.
“Have a major News Conference today,” Trump advised.
“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!”
Trump also noted the controversy had created “Billion Dollars worth of free publicity if they play their cards right.”
However, he warned the company’s turnaround would be “very tricky to do.”
Go woke, go broke. https://t.co/NtGUjTMBJJ pic.twitter.com/K0ZEa63wQY
— The White House (@WhiteHouse) August 26, 2025
The comments come just a day after Cracker Barrel doubled down on the redesign in a statement that stopped short of addressing customer outrage.
In a statement, the company said:
“While our logo and remodels may be making headlines, our bigger focus is still right where it belongs… in the kitchen and on your plate: serving generous portions of the food you crave at fair prices and doing it with the kind of country hospitality that brightens your days and creates lasting memories.
“We also want to be sure Cracker Barrel is here for the next generation of families, just as it has been for yours.
“That means showing up on new platforms and in new ways, but always with our heritage at the heart.
“We take that responsibility very seriously.”
The pushback from Trump echoes the concerns of investors who have criticized CEO Julie Felss Masino’s rebranding effort.
Last year, activist investor Sardar Biglari warned that the overhaul was “obvious folly.”
Biglari wrote to shareholders:
“Cracker Barrel is not a broken brand, but it has a broken board.”
The rebranding has coincided with falling stock prices and widespread customer frustration.
The crisis is leaving Cracker Barrel at a crossroads between doubling down on its new corporate strategy or restoring the heritage brand millions of Americans still associate with comfort, tradition, and country cooking.
READ MORE – Democrats Join Conservatives in Blasting Cracker Barrel’s ‘Woke’ Rebrand
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