London
21 °C
Manchester
18 °C
Glasgow
Dublin
18 °C
Belfast
Washington
Denver
Atlanta
Dallas
Houston Texas
34 °C
New Orleans
El Paso
Phoenix
Los Angeles
10 °C
16 °C
14 °C
11 °C
12 °C
Trump joins backlash against US restaurant Cracker Barrel / Photo: © AFP
NYSE - LSE
| CMSC | 0.26% | 23.862 | $ | |
| BCC | -1.25% | 88.869 | $ | |
| NGG | 0.8% | 71.06 | $ | |
| CMSD | -0.63% | 23.87 | $ | |
| SCS | 1.41% | 16.625 | $ | |
| BCE | -1.26% | 24.907 | $ | |
| RIO | -0.61% | 61.95 | $ | |
| GSK | 0.49% | 39.835 | $ | |
| RYCEF | 0.98% | 14.34 | $ | |
| JRI | -0.5% | 13.363 | $ | |
| RBGPF | 0% | 75.55 | $ | |
| AZN | 0.49% | 80.05 | $ | |
| BTI | -0.78% | 57.35 | $ | |
| RELX | 0.18% | 47.875 | $ | |
| VOD | -0.08% | 11.86 | $ | |
| BP | -0.85% | 34.675 | $ |
Trump joins backlash against US restaurant Cracker Barrel
US President Donald Trump on Tuesday urged restaurant chain Cracker Barrel to go back to its old logo, after its rebrand sparked a furious, culture war-fueled backlash.
The folksy, homestyle US chain has seen tens of millions of dollars wiped off its share price since it unveiled a new look last week that right-wingers have criticized as "woke."
It was perhaps only a matter of time before Republican Trump weighed in on the issue, which saw Cracker Barrel last week remove the image of an old man sitting on a chair and leaning on a barrel from the famous yellow and brown sign.
"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 said 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 White House later posted a mocked-up version of the former logo, replacing the "Uncle Herschel" figure with Trump himself and the words "America First" instead of Cracker Barrel.
It added the caption: "Go Woke, go broke."
The furor comes as Trump's White House leads a crusade against diversity and anything it brands "woke" in both the US government and corporate America.
Trump's son Donald Jr. took to X after the rebrand to demand to know "WTF is wrong with Cracker Barrel."
He quoted a post by the "Woke War Room" account that claimed the chain had "scrapped a beloved American aesthetic and replaced it with sterile, soulless branding."
Cracker Barrel apologized to fans on Monday, saying in a statement it "could've done a better job sharing who we are and who we'll always be."
But it said the new sign, featuring just the text of the brand name in a rounded-off yellow hexagon, was there to stay.
The chain has around 660 US branches. Trump won in 74 percent of counties with a Cracker Barrel in 2024, according to elections analyst Dave Wasserman.
K.Radomski--GL
