On August 19, Cracker Barrel rolled out a new logo as part of its fall campaign. A week later, the Lebanon, Tennessee-based chain announced that its “Old Timer” logo, complete with a man known as Herschel, leaning on a barrel, would return.
Some influential conservatives, including Donald Trump Jr., criticized the new logo, which removed Uncle Herschel and the barrel shortly after its announcement. While companies have triggered backlash with design changes before, Cracker Barrel became a target of the president’s vocal base.
The chain has been trying to turn around its outlook on prospects by tweaking the menu, updating some of its locations, and modernizing some of its down-home Southern image. But the redesign was having the opposite effect as share prices tumbled.
After the company backtracked on its new logo, shares increased. By Wednesday afternoon, Cracker Barrel was trading up over 8% from the previous day.
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