Cracker Barrel Old Country Store shares rose almost 6% premarket after reverting to its old logo in response to a complaint from President Donald Trump.
The retailer, a chain best known for rocking chairs, cornbread and sepia-tinted Americana, made its branding U-turn late on Tuesday.
Earlier in the day, Trump had posted that "Cracker Barrel should go back to the old logo, admit a mistake based on customer response (the ultimate poll), and manage the company better than ever before".
He said they "got a billion dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity".
In less than half a day, the new logo had been dropped.
Trump was quick to react on his Truth Social platform, first by posting a Cracker Barrel-style logo featuring an image of himself leaning against an oil barrel.
This was quickly followed by another message, where the most powerful man on the planet devoted further minutes of his time to deeper celebration of the logo change.
"Congratulations ‘Cracker Barrel’ on changing your logo back to what it was. All of your fans very much appreciate it," he wrote.
"Good luck into the future. Make lots of money and, most importantly, make your customers happy again".
Investors, it seemed, liked the idea too, with shares were up 5.8% in pre-market trading, suggesting the market is prepared to follow the former president’s design instincts.
Cracker Barrel hasn’t said much more beyond the fact that it’s rolling back the clock on the branding.
But this being 2025, a nostalgia-fuelled logo change plus a Trump thumbs-up was apparently enough to move the stock.
As well as sparking melt-downs and melt-ups for stock and bond markets globally and for countries in his crosshairs, with tariff threats and other whipsaw policy changes, Trump has also developed a taste for targeting individual companies, with Tesla and American Eagle Outfitters also among them.
Earlier this month, American Eagle shares bounced after Trump hailed the clothing company's advertising campaign starring actress Sydney Sweeney.
The US President said the Republican-voting actress "has the 'HOTTEST' ad out there".
"It’s for American Eagle, and the jeans are 'flying off the shelves'," Trump said in the post. "Go get ‘em Sydney!"
The month before, Tesla stock tumbled after the feud between boss Elon Musk and Trump was reignited, with the President firing off a post calling for the White House's so-called 'department of government efficiency' to investigate the subsidies paid to the electric vehicle company.
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