When Even the US President Comments on a Logo Change – Lessons from Cracker Barrel

At a recent Rotary Club meeting here in the US, I was sitting at a table with the marketing and communications director of one of Florida's largest hospitals. She raised an interesting question: "What do you think about Cracker Barrel changing its logo? What does it mean professionally, and how does it feel personally?" That conversation made me reflect on the deeper cultural meaning behind branding in America.

Cracker Barrel is not "just a restaurant chain." It's an iconic American symbol: an old-fashioned country-style eatery that almost always includes a gift shop, rocking chairs out front, and a unique payment model at the counter. For generations, families have stopped there after church on Sundays. In many ways, dining at Cracker Barrel is not simply a meal but part of the American way of life.

Even in our own community gatherings, we have chosen Cracker Barrel for dinners with local leaders — partly because it's one of the very few places where you can still order chicken liver, a small detail but one that connects traditions across cultures.

So when Cracker Barrel announced its decision to change the logo — removing the familiar "Old Timer" figure — the backlash was immediate. Customers felt as though their traditions were being taken away. The reaction grew so strong that even US President Donald Trump commented on it, calling the change a mistake. Eventually, the company reversed course, restoring the original logo.

This episode demonstrates something very important: in the United States, a brand is not just a marketing tool. It is a cultural anchor, tied to memories, emotions, and identity. That is why some brands, like Coca-Cola, have never fundamentally altered their logo, while others, like Pepsi, have experimented with updates. The brand is not only a visual mark — it embodies trust, history, and belonging.

For international companies preparing to enter the American market, the lesson is clear: your brand must resonate with US audiences on an emotional level. It must respect tradition and culture while finding ways to connect authentically. A logo redesign or rebranding decision in America can go far beyond marketing strategy — it can become a matter of identity.

Red Pazaurek