Corporation silent amid controversy over logo change that sparks opposition

Cracker Barrel Old Country Store Inc. (CBRL) has announced that it will be returning to its original logo, following a wave of criticism from customers and even the intervention of former US President Donald Trump.

The decision comes after the company faced nationwide anger due to its decision to change its classic logo, which eliminated imagery of a man leaning over a barrel. The new logo, unveiled last week, faced strong backlash from critics and led to a loss of $143 million in market value for the company.

In a statement, Cracker Barrel emphasized its commitment to serving delicious food, warm welcomes, and country hospitality. The company thanked its customers for sharing their voices and love for the original logo. However, the board of directors and top executives have remained tight-lipped about the rebrand.

The turnaround was initiated when former US President Donald Trump and his son, Donald Trump Jr., criticized the change and even threatened a boycott, arguing for a return to the old logo to strengthen customer loyalty. Trump suggested that Cracker Barrel could gain a billion dollars worth of free publicity if it handles the situation correctly and holds a major news conference.

Deputy White House Chief of Staff Taylor Budowich appreciated a call from Cracker Barrel and acknowledged their decision to restore the original logo. Trump also encouraged Cracker Barrel's leadership to communicate well with the public and be transparent about its decisions.

Timothy Calkins, associate chair of the marketing department at Northwestern Kellogg School of Management, supports these suggestions. He encourages Cracker Barrel's leadership, particularly CEO Julie Felss Masino and the head of marketing, to conduct interviews to address the public's concerns. Calkins believes that Cracker Barrel still needs to work on regaining its relevance and driving customers back to its stores.

The stock price of CBRL has decreased slightly, with a last price of $59.82 and a change of -0.40%. However, Cracker Barrel's shares have climbed after the company announced it is scrapping its new logo.

In 1969, when Cracker Barrel opened its first location, the logo consisted solely of a text-only design, featuring the name "Cracker Barrel." The decision to return to this simple, iconic design may help Cracker Barrel reconnect with its roots and restore customer trust.

This is a developing story and will be updated as more information becomes available.