In what may be one of the shortest rebrands in history, restaurant chain Cracker Barrel announced Tuesday it would be dropping its recently unveiled (and controversial) rebranded logo.
The company will instead revert back to the logo it held for the last 48 years.
It all comes after fierce social media backlash over the rebrand, in addition to derision from Pres. Donald Trump and a stock plummet of $94 million last week.
“We said we would listen, and we have,” Cracker Barrel said on its social media channels Tuesday night. “Our new logo is going away and our ‘Old Timer’ will remain.”
The un-rebrand also comes just one day after the “Old Country Store” restaurant chain released a statement explaining to its fans that though its logo had changed, its menu and its values of “country hospitality” hadn’t.
Some fans of the restaurant — in addition to some conservative commentators — accused the company of being “woke” due to the removal of the old logo’s “Uncle Herschel” character, who was seen in signage sitting next to a cracker barrel. The company had also come under fire for removing some vintage Americana elements from its dining rooms.
Among those complaining was President Trump, who urged the company via his Truth Social platform to “admit a mistake based on customer response” and go back to the old logo. Trump also said the company could use the “billion dollars worth of free publicity” to its advantage.
In its statement on Tuesday, Cracker Barrel, which operates over U.S. 600 stores, said it was a “proud American institution” that looked forward to welcoming more guests soon.
