NASHVILLE, Tenn. (FNN BUSINESS) — Cracker Barrel has reversed course on its nationwide rebrand, announcing Tuesday that it will keep its classic logo after a week of fierce backlash from customers, political figures, and brand experts. The Southern restaurant chain admitted the new design failed to resonate with loyal guests and even cost the company nearly $100 million in market value.

Backlash from Customers and Political Leaders
When Cracker Barrel unveiled its new minimalist logo last week as part of a broader brand refresh, it immediately drew fire. Many customers accused the company of abandoning its traditional identity, while critics — including former President Donald Trump and his son Donald Trump Jr. — labeled the redesign “woke.”

“Cracker Barrel should go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before,” Trump wrote on Truth Social. The White House even amplified the controversy by sharing a parody version of the logo featuring Trump with the caption, “Go woke, go broke.”

Cracker Barrel Concedes Marketing Misstep
The rebranding, intended to modernize the brand and appeal to new audiences, backfired badly. Cracker Barrel’s market value dropped by nearly $100 million in just days. On Monday, the company issued a statement acknowledging that it “could’ve done a better job sharing who we are and who we’ll always be.”

Brand experts said the company underestimated the deep emotional connection customers have with its traditional identity. “Cracker Barrel missed the mark by failing to fully account for people’s emotional investment in its brand,” one marketing analyst noted.

Company Listens and Reverts to Beloved Original Logo
By Tuesday, Cracker Barrel announced it was abandoning the rebrand and restoring its classic design, affectionately called the “Old Timer” logo.

“We thank our guests for sharing your voices and love for Cracker Barrel,” the company posted on social media. “We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain.”

The decision signals not only a branding reset but also a broader reminder of how consumer loyalty and cultural perceptions can determine the success or failure of corporate image changes.

We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our “Old Timer” will remain.

At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm… pic.twitter.com/C32QMLOeq0

— Cracker Barrel (@CrackerBarrel) August 26, 2025

By Dr. Jessica Henlon | Education Contributor for Florida National News

Walking through quiet campuses this August: Purdue Fort Wayne, Indiana Tech, the University of Indianapolis, Butler, and IU Indianapolis, I found myself reflecting on what signals true student belonging. It wasn’t just the buildings or new labs. It was the career closets tucked inside student centers, the mandatory study halls for athletes, the bulletin boards overflowing with club flyers. Each of these details spoke to a more profound truth: belonging is designed into the student experience.

Preparing Students for Careers and Confidence

At Purdue Fort Wayne, I walked by signs for the Mastodon Career Closet, where students can borrow free professional attire for interviews. Similar initiatives at Indiana Tech and UIndy included career advising and internship pipelines that connected students directly to local employers. These resources matter because research shows students who receive early guidance are more likely to persist and complete their programs (Bailey et al., 2015; Jenkins & Lahr, 2022).

Supporting Student-Athletes Beyond the Game

At IU Indianapolis and Indiana Tech, athletes must complete supervised study hours, while Butler ties academic check-ins to weekly study tables. This proactive approach support athletes succeeding in the classroom as well as on the field. Research confirms that structured accountability, such as mandatory study halls where student‑athletes work with advisors to set specific goals, enhances self-regulated learning and strengthens academic persistence among athletes (Schwartz, 2018).

Creating Safe and Supportive Spaces

Every campus I visited had visible safety signage, such as emergency call boxes, and centrally located counseling centers. These visible markers of care make families feel reassured and give students the confidence to engage fully in their education.

Engagement That Sparks Connection

From robotics clubs to cultural associations, bulletin boards across the campuses advertised countless ways to belong. Bandura’s Social Cognitive Theory (1986) reminds us that students learn from observing peers; when students see others involved, they are more likely to engage themselves.

The Research Connection

My dissertation (Henlon, 2025) found that online first-generation students described virtual extracurricular spaces as vital to their sense of belonging and persistence. These findings mirror what I saw in Indiana: structured opportunities for connection build confidence and motivation.

A new study by the Community College Research Center supports this. Lahr et al. (2025) found that while most incoming students felt “certain” about their first-choice major, many were still considering multiple careers at once. Without clear support, students defaulted into general studies programs with weak labor market outcomes. But with visible guidance—career centers, advising, and tutoring, students were more likely to choose programs aligned with their long-term goals.

“Belonging is not optional. It is foundational.”

Call to Action

Families: when you visit campuses, look for signs of belonging. Where are the tutoring labs? Are career services visible? Do bulletin boards reflect a range of student interests? These details matter.

Institutions: design intentionally. Invest in high-impact supports, career programming, tutoring, mentorship, and make them visible. Students who feel seen and supported are more likely to stay, graduate, and lead.

Belonging makes the difference, not just for students but for the communities they will one day serve.

______________________________________________________________________________________

About the Author: Dr. Jessica Henlon holds a Ph.D. in Psychology with a specialization in Education. She is an Education Contributor for Florida National News. Dr. Henlon can be reached at Education@FloridaNationalNews.com or book.jessicahenlon@gmail.com.