Cracker Barrel will bring back its old logo after days of ruthless criticism and a plummeting stock price following its botched rebranding.
The company’s board, led by CEO Julie Felss Masino, ignored warning signs and criticism for months ahead of the announcement last week that the restaurant chain would ditch its old logo and give its stores a modern look. The company appears to have walked back part of that decision on Tuesday.
“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, according to Fox News host Bret Baier.
“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 statement concluded.
Cracker Barrel is going back to the old logo. Company statement:
“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. At Cracker Barrel, it’s always been – and…— Bret Baier (@BretBaier) August 26, 2025
Cracker Barrel’s reversal on its rebranding comes after the decision to replace the “old timer” with brown text on a sterile, yellow emblem drew the attention of President Donald Trump. Trump advised the brand on Tuesday morning to reverse course. The company apparently heeded the advice hours later.
“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,” said Trump on Truth Social.
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“They got a Billion Dollars worth of free publicity if they play their cards right. 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!” the president said.
In the months leading up to the rebranding, Sardar Biglari, a top investor in the “Old Country Store,” struck out at the board in letters to shareholders in a failed bid to replace two board members. Biglari’s warning calls were repeatedly ignored, according to Fox Business.
In an October 2024 letter, Biglari called Cracker Barrel’s moves to rebrand “obvious folly” and said the company was “is in perilous times.” A month later, Biglari issued another warning letter: “If you had $100 in Cracker Barrel stock in January 2019, five years later it is worth about $30. Therefore, there is just $30 to go before the entire investment is lost.”
He struck out at the board: “They value collegiality over accountability.”