When Donald Trump tells his followers to eat somewhere, people listen. That’s exactly what happened when the former president took to Truth Social this week to voice his support for an unlikely battleground in the culture wars: Cracker Barrel, ticker CBRL
Yes, Cracker Barrel—that roadside American institution known for rocking chairs, biscuits, and fried chicken. After a string of disappointing quarters and a controversial rebranding campaign, the Tennessee-based chain found itself caught between a loyal customer base and a shifting brand identity. The result? A 7-day losing streak on the NASDAQ and widespread backlash to a new logo many felt abandoned the company’s core values. But then Trump posted.
“They got a billion dollars-worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity,” Trump wrote. With one message, Trump reframed the debate. What had been a marketing misstep was now a political opportunity and for investors, maybe even a turnaround story.
A Logo, a Backlash, and a Billion-Dollar Lesson
Cracker Barrel’s attempt to modernize its brand dropping “Old Country Store” and introducing a more “inclusive” logo was met with swift resistance. Customers accused the company of abandoning its roots to chase a cultural zeitgeist that, in their view, had nothing to do with biscuits and gravy. The backlash echoed previous controversies from Bud Light and Target, both of which suffered from perceived misalignments with their core customer base.
In response, the company issued a carefully worded mea culpa:
“We know we won’t always get everything right the first time…but we’ll keep testing, learning, and listening.” They also announced initiatives to refocus on what made Cracker Barrel great: menu improvements (hello, shrimp and grits), store remodels, stronger digital operations, and a better employee experience. The early signs of turnaround are there. Q2 saw comparable store restaurant sales increase 4.7%. Management reported momentum in product innovation, operational execution, and customer loyalty—metrics that matter more than hashtags and headlines.
Trumpism Meets Turnaround Strategy
So why is Trump weighing in?
Simple. Cracker Barrel isn’t just a restaurant—it’s a symbol. To many Americans, it represents tradition, comfort, and values that feel increasingly rare in modern commercial culture. Trump, ever the marketer, saw an opportunity to champion a brand that aligns with his base—and to reward a company humble enough to admit a mistake.
In doing so, he gave Cracker Barrel a unique gift: narrative clarity. It’s no longer just about pancakes. It’s about patriotism.
Trump’s post positions Cracker Barrel as an emblem of Americana worth defending—not unlike Goya beans, MyPillow, or Chick-fil-A in years past. For shareholders, this could mean millions of dollars in earned media and reinvigorated foot traffic. For executives, it’s a roadmap: embrace the brand’s strengths, double down on the guest experience, and stay rooted in the values that built a billion-dollar company.
Still a “Show Me” Stock
Despite the short-term bounce, Cracker Barrel remains a turnaround story, not a slam dunk. Its forward P/E of 17x is rich for a company still earning below historical margins. Management must still prove it can convert cultural momentum into sustained financial performance.
At a 5% net income margin on $3.5 billion in revenue, the company would earn about $175 million. If it can return to that level and investors reward it with a 14x multiple, the stock could double. But that’s a big if and one that depends on execution, not just endorsements.
Still, Trump’s post may have bought them time. In today’s attention economy, a single viral moment can reset the trajectory of a brand. Cracker Barrel has the product, the infrastructure, and now, maybe even, the political backing. All they have to do now is deliver.
Donald Trump doesn’t just want you to eat at Cracker Barrel. He’s daring the company, and its investors, to lean into what makes it special. Pancakes, patriotism, and a well-timed pivot could turn this into one of the more surprising comeback stories on Wall Street.