The Cracker Barrel restaurant chain surrendered, on Tuesday, August 26, to change the logo, after a controversy and the intervention of Donald Trump, accusing him of giving in politically correct.
In mid -August, the Lebanon company (Tennessee) had presented a new emblem, which simply included the brand’s name on a dark yellow background. A refined version of his predecessor, which included the image of the “Uncle Herschel”, the founder’s uncle, Dan Evins, in the monkey, sitting, the elbow posed in a barrel.
The announcement had stirred social networks, especially within conservative circles. “No one asked for this reinvention of the ‘Awakening’ brand,” he wrote significantly in X the Republican elected to the Chamber of Representatives Byron Donalds, in reference to the informal movement to combat the discrimination of all minorities.
Donald Trump reacts
Last week, a son of the US president, Donald Jr, wondered about X: “Damn, what is happening in Cracker Barrel?” He had resumed a message taken from the conservative account of the “War Room of the Alarbol” that accused the chain of having “eliminated an aesthetic that Americans loved and having replaced it with a sterile and soulless brand.”
The controversy even weighed in the course of the stock market, which fell by more than 10%. On Tuesday, the US president intervened in the archive, through a message posted on his real social platform.
“They have one billion dollars in free advertising if they play their hand well. Very difficult to do, but a great opportunity,” wrote the head of state.
A “proud institution of being American.”
Founded in 1969, the chain serves a traditional and robotive cuisine, in an obsolete environment, remembering the westerns and the conquest of the West. It has 660 restaurants for an annual turnover of $ 3.5 billion. Donald Trump praised the group’s resignation on Tuesday night. “All your fans appreciate,” he reacted in Truth Social.
On Tuesday, the title of Cracker Barrel jumped from 6.35% to Wall Street after the publication of Donald Trump’s comments and even before the company officially reversed.
Source: BFM TV
