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https://www.forbes.com/sites/conormurray/2025/08/21/new-cracker-barrel-logo-sparks-right-wing-backlash-from-trump-jr-and-more/
Conservatives have raged against restaurant chain Cracker Barrel on social media after the brand unveiled a new text-only logo that drops the man and the barrel, with some accusing the company of going “woke” and abandoning its country roots.
Key Facts
Cracker Barrel announced its brand redesign on Monday, stating in a press release the new logo is “rooted even more closely to the iconic barrel shape and word mark that started it all,” referring to Cracker Barrel’s original text-only logo in 1969.
The new logo arrives about a year after the company embarked on a brand refresh, through which it has reportedly redesigned dozens of restaurants to give them a brighter and more modern feel to attempt to attract new customers.
But some conservative social media users had strong reactions to the new logo, including Donald Trump Jr., who posted on X Wednesday night: “WTF is wrong with @CrackerBarrel??!”
Trump made his post in response to another user who blamed Cracker Barrel’s CEO Julie Felss Masino, stating she “scrapped a beloved American aesthetic and replaced it with sterile, soulless branding” while also criticizing the company for its diversity, equity and inclusion commitments.
Cracker Barrel shares fell more than 11% on Thursday as of 10 a.m. EDT.
Cracker Barrel defended the new logo in a statement to Forbes as a “call-back to the original,” adding the “heart and soul of Cracker Barrel haven’t changed” and that Uncle Herschel, the man on the previous logo, “remains front and center in our restaurants and on our menu.”
Conservatives have raged against restaurant chain Cracker Barrel on social media after the brand unveiled a new text-only logo that drops the man and the barrel, with some accusing the company of going “woke” and abandoning its country roots.
Key Facts
Cracker Barrel announced its brand redesign on Monday, stating in a press release the new logo is “rooted even more closely to the iconic barrel shape and word mark that started it all,” referring to Cracker Barrel’s original text-only logo in 1969.
The new logo arrives about a year after the company embarked on a brand refresh, through which it has reportedly redesigned dozens of restaurants to give them a brighter and more modern feel to attempt to attract new customers.
But some conservative social media users had strong reactions to the new logo, including Donald Trump Jr., who posted on X Wednesday night: “WTF is wrong with @CrackerBarrel??!”
Trump made his post in response to another user who blamed Cracker Barrel’s CEO Julie Felss Masino, stating she “scrapped a beloved American aesthetic and replaced it with sterile, soulless branding” while also criticizing the company for its diversity, equity and inclusion commitments.
Cracker Barrel shares fell more than 11% on Thursday as of 10 a.m. EDT.
Cracker Barrel defended the new logo in a statement to Forbes as a “call-back to the original,” adding the “heart and soul of Cracker Barrel haven’t changed” and that Uncle Herschel, the man on the previous logo, “remains front and center in our restaurants and on our menu.”
