A branding attempt gone awry, Cracker Barrel’s latest logo revamp—designed to modernize the chain—set off a social media firestorm upon debut. The redesigned logo removed the iconic “Old Timer” figure, a longstanding element beloved by loyal customers.
Criticism surged quickly, amplified by vocal calls from former President Trump urging a return to tradition. The backlash prompted a dramatic reversal: the restaurant chain immediately announced it would restore the original logo and branding.
The decision paid off: after a steep drop in stock value, Cracker Barrel shares surged more than 6% in after-hours trading once the company committed to the reversal.