"US restaurant chain abandons rebrand after new logo prompts firestorm of criticism online. Cracker Barrel, the US restaurant chain known for its southern-style cuisine, has abandoned a controversial rebrand following a backlash stoked by prominent right-wing figures including Donald Trump. The Lebanon, Tennessee-based chain said on Tuesday that it would bring back its decades-old logo after its announcement of a simplified design provoked a firestorm of criticism online."
"We said we would listen, and we have. Our new logo is going away and our Old Timer' will remain, the company said in a statement. At Cracker Barrel, it's always been and always will be about serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family. As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon."
"Weighing in on the furore shortly before Cracker Barrel's announcement on Tuesday, Trump called on the company to revert to its old logo and admit a mistake. They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity, the US president wrote on his platform Truth Social. Following Cracker Barrel's U-turn, Trump congratulated the chain on the change."
Cracker Barrel unveiled a simplified, text-only logo replacing the seated man leaning against a barrel, marking the fifth brand evolution. The redesign provoked a swift backlash, especially among right-wing commentators, who accused the company of going 'woke'. High-profile criticism, including from Donald Trump, amplified the controversy. The chain announced it would revert to its decades-old 'Old Timer' logo after listening to customer reactions. Shares rose more than 7 percent in after-hours trading following the reversal. Cracker Barrel operates more than 600 U.S. stores and said its 70,000 employees look forward to welcoming guests with country hospitality.
Read at www.aljazeera.com
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