President Donald Trump is weighing in on the disappearance of America’s favorite “old timer.”
Cracker Barrel has drawn a great deal of scrutiny in recent days after embattled CEO Julie Felss Masino led the beloved southern comfort chain into a major unforced error by unveiling a new logo and whitewashed restaurant design fundamentally reimagining the aesthetic of the Tennessee-based chain.
The new logo eliminates the barrel icon as well as Uncle Herschel, the elderly man who has been part of the popular chain for nearly half a century.
Now Trump — arguably an expert in personal and professional branding — is offering his two cents.
Masino, he wrote in a post to his Truth Social account, 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.”
“They got a billion dollars worth of free publicity if they play their cards right,” he wrote. “Very tricky to do, but a great opportunity. Have a major news conference today. Make Cracker Barrel a WINNER again. Remember, in just a short period of time, I made the United States of America the ‘HOTTEST’ country anywhere in the world. One year ago, it was ‘DEAD.’ Good luck!”
At this point, though, it doesn’t seem Masino, who has been at the helm of Cracker Barrel since November 2023, has any plans to reverse course.
In an interview on “Good Morning America,” she claimed sans any evidence online that the brand overhaul has received “overwhelmingly positive” reviews.
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Despite the chief executive’s claims, the company’s stock plummeted $143 million in market value, according to Fox Business. After days of near constant condemnation, the restaurant chain released a statement admitting that — while it wasn’t changing back — the minimalist rebrand should have been handled differently.
The statement even suggested the company’s leadership did not fully grasp how much its audience liked the brand as it was.
“If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel,” read the company’s statement. “We’re truly grateful for your heartfelt voices. You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be.”
The statement went on to indicate that, while Uncle Herschel is no longer outwardly part of the brand, he would still be featured in some ways.
“Uncle Herschel will still be on our menu (welcome back Uncle Herschel’s Favorite Breakfast Platter), on our road signs, and featured in our country store,” the damage-control statement said. “He’s not going anywhere — he’s family.”
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