Trump Weighs In on All-Important Cracker Barrel Debacle
You knew it was coming.

Nobody seems to like Cracker Barrel’s brand overhaul—including the president.
Donald Trump weighed in on the culture war fiasco Tuesday, urging the Tennessee-born “old country store” to return to its design roots.
“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 wrote on Truth Social. “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 U.S. leader then took the opportunity to toot his own horn, absurdly claiming that he had resurrected America from a supposedly decrepit state last year.
“Remember, in just a short period of time I made the United States of America the ‘HOTTEST’ Country anywhere in the World,” Trump noted. “One year ago, it was ‘DEAD.’ Good luck!”
The restaurant chain’s redesign stripped down its logo, removing the imagery of the old man (known as “Uncle Herschel”) and his barrel, replacing it with simple, minimalist text. The stores are expected to undergo a similar redecoration, eschewing the company’s old-timey, gold and wood-toned brand for grayer, cleaner decor that would have been on trend if it was unveiled some 15 years ago.
It took the brains of three PR firms—Prophet, Viral Nation and Blue Engine—to cook up Cracker Barrel’s $700 million transformation.
While no one seems particularly jazzed about the overhaul—the company’s stock plummeted by almost $100 million in the wake of the announcement—MAGA pundits have taken particular issue with Cracker Barrel’s rebrand.
Podcaster Matt Walsh called the effort “generic.” Fox & Friends called it “woke.” Turning Point USA founder Charlie Kirk was particularly chuffed—in separate posts, Kirk claimed that Cracker Barrel was “targeted” to promote “LGBTQ propaganda,” and also used the fiasco as an opportunity to fat shame, likening the new logo to an overweight woman while comparing the old one to Sydney Sweeney in her “great genes” American Eagle ad campaign.
The division wasn’t entirely partisan, however. The official X account for the Democratic party chimed in on the rebrand last week, writing: “We think the Cracker Barrel rebrand sucks too.”
The company practically apologized for its new look Monday, releasing a statement recognizing the design misstep while emphasizing that the brand had not forgotten about Uncle Herschel.
“If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel,” the company posted on its website Monday. “You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be.”