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The Guardian - US

World

Matthew Cantor

‘A proxy for America’s culture war’: why Cracker Barrel’s new logo sparked ire on the right

Cracker Barrel Uncle Herschel Donald Trump Jr. Trump Sr

After Cracker Barrel went back to its original logo featuring a man known as Uncle Herschel, shares rose 8% on Wednesday. Photograph: Paul Weaver/Avalon

On Tuesday, the United States commander-in-chief weighed in on one of the most pressing issues facing our nation: the rebranding of a restaurant chain.

Last week, Cracker Barrel, a Tennessee company whose nationwide locations lean heavily on a cozy, old-timey aesthetic – “rocking chairs on the porch, a warm fire in the hearth, peg games on the table” – announced it was updating its logo.

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