Gavin Newsom roasts Cracker Barrel over revamped logo design in Trump-style all caps tweet: 'Fix it ASAP'
LOS ANGELES, CALIFORNIA: Cracker Barrel’s decision to replace its long-standing logo featuring a man resting on a barrel with a minimalist text-only design has sparked widespread backlash online.
The Tennessee-based restaurant chain unveiled the change on Tuesday as part of a rebranding campaign — the first major redesign since 1977.
Democratic Party and Gavin Newsom mock Cracker Barrel over new logo design
While the company said the new logo was meant to simplify and modernize its image, many critics argued the move stripped away the brand’s traditional charm.
Among those weighing in were unexpected voices from the Democratic Party and California Governor Gavin Newsom’s press office, both of which joined the chorus of ridicule on social media.
On Thursday, Newsom’s press office posted a satirical all-caps statement on X that parodied President Donald Trump’s writing style.
WHAT IS WRONG WITH CRACKER BARREL?? KEEP YOUR BEAUTIFUL LOGO!!! THE NEW ONE LOOKS LIKE CHEAP VELVEETA “CHEESE” FROM WALMART, THE PLACE FOR “GROCERIES” (AN OLD FASHIONED TERM)!!! "FIX IT” ASAP! WOKE IS DEAD!! THANK YOU FOR YOUR ATTENTION TO THIS MATTER. — GCN
— Governor Newsom Press Office (@GovPressOffice) August 21, 2025
“WHAT IS WRONG WITH CRACKER BARREL?? KEEP YOUR BEAUTIFUL LOGO!!! THE NEW ONE LOOKS LIKE CHEAP VELVEETA ‘CHEESE’ FROM WALMART, THE PLACE FOR ‘GROCERIES’ (AN OLD FASHIONED TERM)!!! ‘FIX IT’ ASAP! WOKE IS DEAD!! THANK YOU FOR YOUR ATTENTION TO THIS MATTER. — GCN.”
We think the Cracker Barrel rebrand sucks too pic.twitter.com/XSzZcVQVd0
— Democrats (@TheDemocrats) August 21, 2025
The Democratic Party account also chimed in with a blunt post: “We think the Cracker Barrel rebrand sucks too.”
Cracker Barrel defends its redesign amid criticism
In response to the uproar, Cracker Barrel released a statement to Fox News Digital defending the branding update, stressing that the company’s “heart and soul” remained the same.
“Our values haven’t changed, and the heart and soul of Cracker Barrel haven’t changed,” the company said. “And Uncle Herschel remains front and center in our restaurants and on our menu. He is the face of ‘The Herschel Way,’ the foundation of how our 70,000-plus employees provide the country hospitality for which we are known.”
“Cracker Barrel has been a destination for comfort and community for more than half a century, and this fifth evolution of the brand’s logo, which works across digital platforms as well as billboards and roadside signs, is a call-back to the original and rooted even more in the iconic barrel shape and word mark that started it all back in 1969,” the statement continued.
Chief Marketing Officer Sarah Moore added that the company is undergoing broader transformations shaped by customer and employee feedback. According to Moore, guests had asked for brighter dining spaces, less clutter, and more flexible seating options to make their visits more comfortable — changes the company has been gradually implementing alongside its visual rebrand.
