President Donald Trump weighed in this week on the growing backlash against Cracker Barrel after the southern-style chain ditched its iconic barrel-and-uncle logo for a minimalist redesign. The move, which social media users slammed as “woke,” sparked outrage from loyal customers and even drew fire from Trump’s own son.
Trump Jr. accused the company of abandoning its heritage, while rival chain Steak N’ Shake mocked the redesign as a “cheap effort to gain the approval of trend seekers.” The rebrand, meant to modernize the brand’s image, instead became a public-relations headache.
Now President Trump is telling the company exactly how to turn it around. “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,” he posted on Truth Social.
Ever the businessman, Trump pointed out the opportunity hidden in the controversy. “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.”
The president also drew a parallel between the restaurant chain’s troubles and the country’s turnaround under his leadership. “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,’” he wrote, before wishing Cracker Barrel “Good luck!”
Cracker Barrel’s leadership has been scrambling to contain the backlash. CEO Julie Masino initially defended the change, claiming customer feedback was “overwhelmingly positive.” But the uproar quickly forced a shift in tone. Days later, the company conceded that “we could’ve done a better job,” while insisting the brand’s core traditions were safe.
“The things people love the most about our stores aren’t going anywhere: rocking chairs on the porch, a warm fire in the hearth, peg games on the tables, unique treasures in our gift shop, and vintage Americana with antiques pulled straight from our warehouse in Lebanon, Tennessee,” the company said in a statement.
They also promised Uncle Herschel remains a part of the Cracker Barrel family. “Uncle Herschel will still be on our menu, on our road signs, and featured in our country store. He’s not going anywhere – he’s family.”
But for many customers, the issue is less about breakfast platters and more about the brand’s identity. By stripping away its traditional imagery, Cracker Barrel struck a nerve with longtime diners who saw the redesign as another corporate cave to cultural fads.
Trump’s advice is clear: lean into tradition, not trends. His message echoed the Bud Light debacle, warning companies that embracing “woke” changes can backfire badly. Instead of running from the outrage, Trump says Cracker Barrel should own the moment, capitalize on the attention, and remind America why the chain became a beloved staple in the first place.
Whether Cracker Barrel takes his advice remains to be seen. For now, the restaurant chain faces a choice between clinging to its unpopular new look or seizing the opportunity to make a high-profile return to its roots — with Trump cheering from the sidelines.
