原文标题：
Cracker Barrel Heeds Trump's Advice, Ditch New Logo For 'Old Timer'
原文连结：https://tinyurl.com/kmy5xhbb
发布时间：Aug 27, 2025, 04:33 IST
记者署名：Yuvraj Tyagi
原文内容：
Cracker Barrel Old Country Store has scrapped its new minimalist logo after a
week of intense backlash from conservatives and President Donald Trump. The
Tennessee-based chain confirmed on August 26 it would restore the classic 1977
“Uncle Herschel” design, calling the move a response to “customer feedback
.” The reversal follows a 15% stock plunge and accusations of “woke”
rebranding tied to diversity efforts.
Cracker Barrel Old Country Store 在推出新极简风标志后，因遭到保守派与总统川普
强烈反弹，决定撤回。这家总部位于田纳西的连锁餐厅于 8 月 26 日确认，将恢复
1977 年经典的“Uncle Herschel”设计，并称此举是回应“顾客意见”。这次逆转决
策发生在股价暴跌 15% 与遭指控进行“觉醒”（woke）多元化改革之后。
Cracker Barrel Old Country Store Inc. has abandoned its new text-only logo
following uproar from conservatives and former US President Donald Trump. The
company confirmed on Monday, August 26, that it will revert to its 1977 design
featuring “Uncle Herschel,” the iconic man leaning against a barrel. “We
said we would listen, and we have. Our new logo is going away, and our ‘Old
Timer’ will remain,” the chain announced in a statement.
Cracker Barrel 已放弃仅文字的新标志，原因是遭到保守派与川普强烈批评。公司
于 8 月 26 日（周一）宣布将回归 1977 年的“Uncle Herschel”设计，那位靠在木桶
上的经典人物。“我们说过会听取顾客意见，而我们确实做到了。新标志将消失，我们的
‘Old Timer’将会留下来。”公司在声明中说。
The backlash erupted after Cracker Barrel unveiled the modernised branding on
August 19 as part of a $700 million revamp launched last year. The simplified
logo dropped the “Old Country Store” tagline and vintage imagery, sparking
outrage on social media. Critics labelled the redesign “soulless” and “
generic,” with one user on X calling it “modernised slop.”
这场反弹源于 Cracker Barrel 于 8 月 19 日推出现代化品牌形象，作为去年启动
的 7 亿美元改造计划的一部分。新标志简化后删除了“Old Country Store”标语和复古
图像，引发社交媒体上的愤怒。批评者称新设计“没有灵魂”、“毫无特色”，甚至有人
在 X（推特）上嘲讽它是“现代化垃圾”。
Trump and Conservatives Amplify Pressure
川普与保守派加大压力
The controversy escalated when President Trump intervened on Truth Social,
urging the brand to “go back to the old logo” and calling customer response
“the ultimate poll.” He described the reversal as a “great opportunity”
for “a billion dollars in free publicity,” per Reuters.
争议升级是因川普在 Truth Social 上发文，敦促 Cracker Barrel“回到旧标志”
，并称顾客的反应是“最终的民意调查”。他甚至形容这次逆转是“十亿美元的免费宣传
机会”（据路透社报导）。
Conservative voices, including Donald Trump Jr. and Rep. Byron Donalds, also
joined the fray, accusing Cracker Barrel of bowing to “woke” diversity,
equity and inclusion (DEI) trends.
包括小唐纳德·川普与众议员 Byron Donalds 在内的保守派人士也加入战局，指控
Cracker Barrel 向“觉醒”的多元化、公平与包容（DEI）潮流屈服。
California Governor Gavin Newsom even weighed in sarcastically, echoing Trump
’s tone with a post that read: “KEEP YOUR BEAUTIFUL LOGO!!! THE NEW ONE
LOOKS LIKE CHEAP VELVEETA”. The company’s stock, which had dropped by nearly
15%, briefly rebounded 5% after Trump’s comments.
加州州长 Gavin Newsom 甚至带着讽刺口吻插话，模仿川普语气发文：“保留你们
的美丽标志！新标志看起来像廉价的起司片”。在川普发声后，Cracker Barrel 原本下
跌近 15% 的股价一度反弹 5%。
CEO Under Fire as Debate Mirrors Bud Light Boycott
CEO 遭批评，事件类比 Bud Light 抵制风波
Cracker Barrel CEO Julie Felss Masino, who joined in 2023 from Taco Bell,
defended the rebrand as “overwhelmingly positive” on Good Morning America.
However, a YouGov poll suggested 76% of Americans preferred the old logo,
contradicting her claims. Critics, including conservative commentator Benny
Johnson, called her an “insufferable left-wing elitist” and demanded her
resignation.
Cracker Barrel CEO Julie Felss Masino（2023 年自 Taco Bell 加入）在《早安
美国》节目中为品牌重塑辩护，称反应“压倒性正面”。然而，YouGov 的民调显示有 76
% 的美国人更喜欢旧标志，与她的说法相矛盾。批评者（如保守派评论员 Benny Johnson
）则骂她是“令人难以忍受的左翼精英”，并要求她辞职。
The episode has drawn comparisons to Bud Light’s 2023 boycott and Target’s
2024 Pride merchandise pullback. Experts told Newsweek that Cracker Barrel’s
attempt to attract younger customers through modernisation clashed with its
older demographic, which values its nostalgic Southern image.
这次事件被拿来与 Bud Light 2023 年的抵制风波，以及 Target 2024 年因同志骄
傲商品下架事件相比。专家对《新闻周刊》表示，Cracker Barrel 试图透过现代化来吸
引年轻客群，却与其原本怀旧南方形象的年长顾客群产生冲突。
心得/评论：
新 Logo 发布 → 保守派反弹 → 股价暴跌约 15%。
川普喊话支持旧 Logo → 市场信心回升，股价 反弹约 5%
CEO说要改回旧Logo后 盘后续涨
https://i.urusai.cc/E1JTh.png
从股价表现来看
投资者还是比较喜欢旧logo
也认为旧logo比新logo更能吸引顾客