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Cracker Barrel Reverts Logo After “Woke” Backlash

By Drooid · Oct 28, 2026 · How we work

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Summary

Cracker Barrel restored its classic “Uncle Herschel” logo after backlash.
The redesign debuted on August 19, 2025, replacing the longtime image.
President Donald Trump and the White House X account mocked the redesign as “woke.”
The change cost the chain nearly $100 million in stock value within days.
Cracker Barrel reverted to the old logo on August 26, 2025, and halted remodel plans.

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Cracker Barrel restored its classic “Uncle Herschel” logo after backlash.
The redesign debuted on August 19, 2025, replacing the longtime image.
President Donald Trump and the White House X account mocked the redesign as “woke.”
The change cost the chain nearly $100 million in stock value within days.
Cracker Barrel reverted to the old logo on August 26, 2025, and halted remodel plans.