The White House trolled Cracker Barrel by posting a parody of the company’s old logo with President Donald Trump replacing Uncle Herschel and captioning it “go woke, go broke.”
The image also features the words “America First” replacing the company name and “AMERICA IS BACK” at the bottom.
The restaurant chain, long beloved for its traditional American charm, faced a storm of criticism after unveiling a modernized logo that ditched iconic elements like Uncle Herschel, the barrel, and the “Old Country Store” tagline.
Go woke, go broke. https://t.co/NtGUjTMBJJ pic.twitter.com/K0ZEa63wQY
— The White House (@WhiteHouse) August 26, 2025
Fans, including President Trump, have been slamming the change as a “woke” erasure of heritage, leading to a $94 million drop in stock value in just one day.
The meme comes shortly after President Trump took to Truth Social to urge the company to scrap the rebranding plans.
In a post to Truth Social on Tuesday, the president wrote:
“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. They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity. Have a major News Conference today. Make Cracker Barrel a WINNER again. Remember, in just a short period of time I made the United States of America the ‘HOTTEST’ Country anywhere in the World. One year ago, it was ‘DEAD.’ Good luck!”
In a statement issued on Monday, the company attempted to convince customers that the core of Cracker Barrel remains unchanged despite the rebrand.
“We’re truly grateful for your heartfelt voices. You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be,” Cracker Barrel wrote.
The company asserted that, “The things people love most about our stores aren’t going anywhere: rocking chairs on the porch, a warm fire in the hearth, peg games on the table, unique treasures in our gift shop, and vintage Americana with antiques pulled straight from our warehouse in Lebanon, Tennessee.”
“We know we won’t always get everything right the first time, but we’ll keep testing, learning, and listening to our guests and employees,” the statement said. “At the end of the day, our promise is simple: you’ll always find comfort, community, and country hospitality here at Cracker Barrel.”
Company officials emphasized that beloved features like the rocking chairs, peg games, and vintage decor are here to stay, and the “old timer” figure of founder Uncle Herschel will still grace menus and stores.
However, the peg games are also getting a rebrand, with them no longer calling you an “EG-NO-RA-MOOSE” if you leave three or more pegs.
“Leave three or more – No need to be embarrassed, try again!” the boards now read.
