Core Viewpoint - Cracker Barrel is facing backlash over its new logo, prompting calls for a return to the old logo from notable figures, including President Donald Trump, who suggests that the company should manage its brand better in light of customer feedback [1][2]. Brand Response and Customer Sentiment - Cracker Barrel has acknowledged that it "could've done a better job" in communicating its brand identity after receiving significant customer outrage regarding the new logo [7][8]. - The company claims that 87% of respondents in their research either loved or liked the new logo, indicating a divide in customer sentiment [10]. Historical Context and Brand Evolution - The original logo from 1969 was text-only, and the addition of iconic imagery in 1977 became a staple of the brand's identity [8]. - The updated logo is described as being more closely aligned with the iconic barrel shape and word mark that initiated the brand [6]. Company Positioning and Future Strategy - Cracker Barrel has emphasized that Uncle Herschel remains a central figure in its restaurants and menu, representing the foundation of its hospitality approach [11]. - The company has expressed gratitude for customer feedback, highlighting the importance of community and connection in its brand ethos [8][13].