Cracker Barrel revives old logo after backlash stoked by Trump

US edifice concatenation abandons rebrand aft caller logo prompts firestorm of disapproval online.

Cracker Barrel, the US edifice concatenation known for its southern-style cuisine, has abandoned a arguable rebrand pursuing a backlash stoked by salient right-wing figures including Donald Trump.

The Lebanon, Tennessee-based concatenation said connected Tuesday that it would bring backmost its decades-old logo aft its announcement of a simplified plan provoked a firestorm of disapproval online.

“We said we would listen, and we have. Our caller logo is going distant and our ‘Old Timer’ volition remain,” the institution said successful a statement.

“At Cracker Barrel, it’s ever been – and ever volition beryllium – astir serving up delicious food, lukewarm welcomes, and the benignant of state hospitality that feels similar family. As a arrogant American institution, our 70,000 hardworking employees look guardant to welcoming you to our array soon.”

Cracker Barrel, which has much than 600 stores crossed the US, past week unveiled a caller logo arsenic portion of the “fifth evolution” of its brand, ditching the representation of a seated antheral leaning against a tube successful favour of a simplified, text-only design.

The redesign prompted a swift backlash successful right-wing circles, with immoderate commentators claiming the institution had gone “woke” – a word utilized by conservatives to mock what they spot arsenic an excessive fixation connected radical and sex diversity.

Shares successful Cracker Barrel, which had fallen sharply amid the backlash, roseate much than 7 percent successful after-hours trading pursuing the reversal.

Weighing successful connected the furore soon earlier Cracker Barrel’s announcement connected Tuesday, Trump called connected the institution to revert to its aged logo and “admit a mistake”.

“They got a Billion Dollars worthy of escaped publicity if they play their cards right. Very tricky to do, but a large opportunity,” the US president wrote connected his level Truth Social.

Following Cracker Barrel’s U-turn, Trump congratulated the concatenation connected the change.

“All of your fans precise overmuch admit it,” Trump wrote connected Truth Social.

“Good luck into the future. Make tons of wealth and, astir importantly, marque your customers blessed again!”

Since returning to the White House successful January, Trump has utilized the presidency to exert an bonzer level of power implicit backstage businesses.

Trump past week announced that the US authorities had taken a 10 percent involvement successful Intel, days aft confirming that spot giants Nvidia and AMD had agreed to wage 15 percent of revenues from spot income successful China into Washington’s coffers.

Last month, Coca-Cola announced that it would merchandise a mentation of its signature portion made with cane sweetener successful the US aft Trump claimed to person persuaded the institution to commencement utilizing the sweetener successful favour of high-fructose maize syrup.