Cracker Barrel will not change its logo after bipartisan backlash online
US restaurant chain Cracker Barrel will keep an “Old Timer” figure in its logo after MAGA accused it of going “woke” and the Democrats said it “sucks.”
The Lebanon, Tennessee-based restaurant chain, known for serving hearty Southern food, has achieved a rare feat of bipartisanship as detractors across party lines slammed its new logo.
The company faced social media backlash from accounts linked to both MAGA influencers and the Democrats after it decided to simplify its emblem by dropping an image of a man sitting in a chair and leaning against a barrel, known as the “Old Timer.”
Its shares also plummeted by 7% following the announcement.
“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,” Cracker Barrel said.
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.
undefined Cracker Barrel (@CrackerBarrel) August 26, 2025
At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm… pic.twitter.com/C32QMLOeq0
The reversal came hours after President Donald Trump weighed in on the debate by posting on his Truth Social platform: “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.”
Trump has been pushing against what his MAGA base perceives as “woke” culture, including corporate diversity, equity, and inclusivity (DEI) policies, and frequently puts pressure on companies that his supporters believe strayed from conservative values.
“Congratulations, Cracker Barrel, on changing your logo back to what it was. All of your fans very much appreciate it,” Trump posted after the company reversed its decision.
He followed up with his own version of the logo, featuring himself instead of the “Old Timer,” leaning on a barrel of oil, with the Cracker Barrel name replaced by the “America First” slogan.
However, the Democrats were quick to take credit for the reversal, with California Governor Gavin Newsom tweeting days ago to urge Cracker Barrel to “KEEP YOUR BEAUTIFUL LOGO” on his X account that fights fire with fire by adopting Trump’s way of communication.
“‘FIX IT’ ASAP! WOKE IS DEAD!! THANK YOU FOR YOUR ATTENTION TO THIS MATTER,” the potential Democratic presidential hopeful said in a post dated August 21st, two days after Cracker Barrel announced its logo change.
WHAT IS WRONG WITH CRACKER BARREL?? KEEP YOUR BEAUTIFUL LOGO!!! THE NEW ONE LOOKS LIKE CHEAP VELVEETA “CHEESE” FROM WALMART, THE PLACE FOR “GROCERIES” (AN OLD FASHIONED TERM)!!! undefinedFIX IT” ASAP! WOKE IS DEAD!! THANK YOU FOR YOUR ATTENTION TO THIS MATTER. — GCN
undefined Governor Newsom Press Office (@GovPressOffice) August 21, 2025
The Democrats appear to have learned from Sydney Sweeney’s “good jeans” ad controversy and started their own social media campaign to prevent the right from hijacking the conversation.
“We think the Cracker Barrel rebrand sucks too,” the party said on its official X account.
We think the Cracker Barrel rebrand sucks too pic.twitter.com/XSzZcVQVd0
undefined Democrats (@TheDemocrats) August 21, 2025
While one could question how genuine the Democrats were in their reaction – it’s part of their new strategy to dominate the algorithm after all – it did bring a sense of unity that’s seldom seen today on social media.
“The CEO of CB has managed to do something seemingly impossible: She got Americans on both sides of the political spectrum to agree on something – the new rebrand sucks,” the fast-food chain Steak ‘n Shake, which openly supports Trump, said on X.
“Founded in 1969 amid radical social and technological change – Woodstock, the moon landing – Cracker Barrel was that one place designed to stand still, evoking Americana, authenticity, and wholesomeness,” it said after resharing the Democrat post.
The CEO of CB has managed to do something seemingly impossible: She got Americans on both sides of the political spectrum to agree on something — the new rebrand sucks.
undefined Steak 'n Shake (@SteaknShake) August 23, 2025
When the Board does not know the brand, like the brand, or respect the brand, they hire the wrong CEO who… https://t.co/QRO5uDDosd
Cracker Barrel employs 70,000 people across 600 locations in 45 states. Its restaurants serve traditional Southern dishes such as fried chicken, mashed potatoes, and macaroni and cheese.
Many are designed to resemble an old-fashioned general store, complete with wooden rocking chairs on the front porch.
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