‘Bar Rescue’ host Jon Taffer claims that Cracker Vat Leadership must be ‘powerless’ after disaster on ‘Varney & Co.’
After Cracker Barrel had hit “Uncle Herschel” from his logo in favor of modern text that some people woke up, the recoil was quick and furious. Customers and influencers cried wrong, and even President Donald Trump called on the chain to undo the move, what it did on Tuesday.
“We thank our guests for sharing your voices and love for Cracker Vat. We said we would listen, and we will have that. Our new logo will leave and our ‘old timer’ will remain. At Cracker Vat it has always been – and will always be – about serving delicious food, warm, warm welcomings, and the kind of country of the company.
“Bar Rescue” host Jon Taffer, who is known as a hospitality wiz, gave his opinion about what went wrong and what he would do if he ran the company, starting at the top.
Exclusive Video: Cracker Barrel CEO avoids questions after Logo Flip-Flop
| Ticker | Security | Last | Change | Change % |
|---|---|---|---|---|
| CBRL | Cracker Barrel Old Country Store Inc. | 59.82 | -0.24 |
-0.40% |
The 56-year-old brand and the The market value of the company took a big hit and lost no less than $ 143 million at the peak of the crisis. From Friday, those losses were cut to $ 20.04 million. Shares have also been found, a decrease of 1.48% compared to close by on August 18, 2025, as followed by Dow Jones Market Data Group.
Taffer has tightened the interest of the brand.
“If you look at what the concept is, it has authenticity. Concepts that have authenticity must be respected,” he said. “What happened to Cracker Barrel is that they throw away their authenticity. They threw away who they are.”
The CEO of Cracker Barrel rejected warnings from a top investor who called the rebranding ‘obvious foolishness’
Trump noticed in a social social post before the company decided to delete the new logo that the misstep generated a lot of “free publicity” for the restaurant chain.
“Cracker Barrel has to go back to the old logo, admit an error based on the customer’s response (the ultimate poll) and manage the company better than ever before,” wrote Trump. “They got a billion dollar in free publicity if they play their cards well. Very difficult to do, but a great chance. Today I have a big press conference. Crack Cracker Barrel again. Remember, in just a short period I made the United States of America the ‘hottest’ country somewhere in the world. A year ago it was’ Success!”
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Taffer agreed with the recording of Trump.
“What the president said is in fact true,” Taffer said. “The whole country looks and listens to this. Think of that opportunity.”
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“What if they said, ‘You know what, we’re going to release five or six logos. We want you to vote for them. We’re going to put it in Three menu items. We are not going to change the interior. We are just going to make it better – we have learned who we are, “he added.
