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Cracker Barrel scraps new logo after backlash

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US restaurant chain Cracker Barrel has abandoned plans to adopt a new logo following fierce backlash.

“We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain,” the company said in a social media post.

Cracker Barrel received criticism after it unveiled a modern version of its logo which scrapped the “Old Timer” figure.

President Donald Trump, who was among those slamming the rebrand, applauded the reversal, saying: “Congratulations ‘Cracker Barrel’ on changing your logo back to what it was. All of your fans very much appreciate it”.

The new version of the logo, which was unveiled along with a new menu on 19 August, removed the image of a man sitting in a chair and leaning against a barrel – known as the “Old Timer” – and replaced it with an emblem featuring only the chain’s name.

That sparked accusations that the company, known for its Southern-style comfort food and nostalgic atmosphere, was abandoning its roots.

President Trump urged the brand to return to its old logo, and “admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before”.

He said the chain has “got a Billion Dollars worth of free publicity if they play their cards right”, adding: “Make Cracker Barrel a WINNER again”.

David Johnson, CEO of branding agency Strategic Vision PR Group, told the BBC’s US partner CBS that the rebrand was a “flop”.

“What they did wrong is they went against their brand story, which was the old logo, that reflected the southern, whimsical atmosphere in the stores.”

Shares in the company nosedived by around 7% following the announcement.

In its statement on X announcing the reversal on Thursday evening, the company said: “At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family. As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon.”

Founded in 1969 in Lebanon, Tennessee, there are now more than 600 Cracker Barrel restaurants across the US. Stores typically have a front porch with rocking chairs, and a gift shop.

Restaurants serve Southern-style food such as mashed potatoes, hash brown casserole and macaroni and cheese.



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The Guardian view on Donald Trump and India: the tariff war that boosted China | Editorial

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Donald Trump’s imperial tendencies see the US president wield tariffs and sanctions in the expectation that America will receive tributes. Yet his latest move – punishing India with 50% tariffs for Russian oil purchases once encouraged by the US – has produced not submission but spectacle. It has sent India’s Narendra Modi to China for the first time in seven years as Xi Jinping hosted more than 20 leaders for the Shanghai Cooperation Organisation (SCO) summit in Tianjin. And it is in Tianjin, not Washington, where it looks as if the hinge of history is moving.

The SCO is easy to dismiss: the bloc is a bundle of contradictions. India and Pakistan remain adversaries. China and India still stare across a garrisoned Himalayan frontier, though relations have thawed since last October’s border breakthrough. Russia and China vie for influence in Central Asia. Unlike Nato, the SCO has no binding defence commitments. For much of its life, it has looked like a paper tiger, sending out communiques that were all roar and no bite.

But in geopolitics, appearances are important. To see Mr Modi, Mr Xi and Vladimir Putin smiling and joking is to watch Washington’s influence fade. Mr Trump’s tariff broadside against India makes Tianjin significant. Here was the prime minister of India – supposedly the US’s Asian counterweight to China – affirming that New Delhi and Beijing are “partners, not rivals”.

India’s calculation is straightforward. It has red lines: agriculture will not be opened up to US demands; oil purchases cannot be determined by Washington; the ceasefire with Pakistan was conceded by Islamabad, not brokered by Mr Trump. Backing down would look like weakness. Far better, from Mr Modi’s perspective, to demonstrate that the US cannot take India’s partnership for granted, and to seek friends elsewhere.

For China, the rewards are immediate. Mr Trump has given Mr Xi a stage on which to pose as the host of an important multipolar gathering. Cai Qi, Mr Xi’s chief of staff and a member of China’s top ruling body – the first to hold both roles since Mao’s era – was dispatched to meet Mr Modi, an unmistakable gesture of intimacy from China’s rulers. Beijing sees the SCO as emphasising the US’s absence and letting others seize the stage.

The implications stretch well beyond South Asia. For Moscow, every handshake in Tianjin underlines that sanctions have not made it a pariah. For Turkey, attendance preserves its ambiguity as a Nato member. For Iran, the SCO condemned the US-Israeli attacks it suffered this summer. The more this theatre normalises China and Russia as leaders of a non-western bloc, the harder it becomes for Washington to muster global consensus – notably over Ukraine – in future crises.

Nor was Tianjin just about Eurasia. A spat with the Philippines over Taiwan on the eve of the summit reminded delegates of China’s reddest lines. The SCO claims it is inclusive. But Beijing runs the show. Mr Trump sought a kowtow from Delhi. Instead, he has handed Beijing the platform for its long game – building a system beyond the reach of the US. Whether that would allow more room for other states to manoeuvre is moot. The SCO may never fight China’s wars, but it ensures Beijing will never stand alone. That is the high price the west may end up paying for Mr Trump’s narcissistic delusions.



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Cost of living giveaway event at Withernsea Leisure Centre

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Residents struggling with the cost of living will be able to access free gifts and affordable produce at a community event in Withernsea.

East Riding of Yorkshire Council said its Help for Households drop-in event would also offer advice on saving money and staying warm.

The event is being held at the town’s leisure centre on Wednesday 25 September, from 10:00 BST to 15:00.

Councillor Nigel Wilkinson, the authority’s cabinet member for finance and governance, said: “We’re aware that many people across the East Riding are struggling with the ongoing cost of living crisis and are making active efforts to support those in need.”

The council said people could get advice on schemes available to help with heating costs ahead of autumn and winter, while eligible households can also get help with loft and cavity wall insulation.

The authority also said there would be affordable produce available to buy, a heated gilet giveaway and free SIM cards and mobile data.

There will also be advice on benefits available to residents on how to reduce bills.

Wilkinson added: “The council has already helped local residents to claim more than £3.8m in benefits in the past year.

”We highly encourage interested residents in Withernsea to attend the drop-in event and find out more about the support for which they may be eligible.”

Residents unable to attend can learn more about the support schemes available by contacting the council.



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Scotland scrapped peak rail fares

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Mitchell LabiakBusiness reporter, BBC News

Getty Images Members of the public make their way through Central Station in Glasgow, Scotland, including a woman with blonde hair, a denim jacket and glasses.Getty Images

Train passengers no longer have to pay higher prices for peak time tickets on ScotRail, raising the question over whether the rest of the UK could follow suit.

While some passengers told the BBC they would welcome the prospect of cheaper tickets, experts are divided over whether it could push prices up overall or result in overcrowded carriages.

Why do we have peak times?

The peak/off-peak system is designed to discourage passengers from getting on busier trains, by making it more expensive to travel during the commuter rush before 9am and between 5pm and 7pm.

However, the pandemic working from home and rail usage has not yet returned to pre-Covid levels so peak travel times are less busy than they used to be.

David Ross, chief operating officer at ScotRail, told Radio 4’s Today programme that this shift meant it could scrap peak charges as “there’s plenty of capacity for people to travel with us”.

Could peak charges be scrapped in the rest of the UK?

Unlike the Scottish system, English railways are run by a mix of publicly-owned firms and private contractors which the government has pledged to nationalise as their contracts end.

Ticket prices are set by the Department for Transport (DfT) so if the government wanted to scrap peak fares across England it could.

London North Eastern Railway (LNER), which is run by the government, is experimenting with the removal of off-peak charges across parts of its network – with the pilot due to end on 7 September.

The DfT has not said whether or not it would try removing off-peak charges across the whole English network, but it has said it wants to reform the way tickets are priced as it nationalises the system.

“We know the current labyrinth of fares and prices can be confusing, which is why we want to make it easier for passengers to find the right ticket for their journey,” a transport spokesperson said.

Meanwhile, Transport for Wales (TfW) and Translink operate the Welsh and Northern Irish railways and are run by their devolved governments.

The BBC has approached both TfW and Translink for comment.

Would it make ticket prices cheaper?

ScotRail’s move has reduced prices – an anytime day return ticket from Glasgow to Edinburgh has gone from £32.60 to £16.80.

ScotRail’s Ross said this means “passenger journeys will increase and over time it will pay for itself”, but rail experts are divided.

If passenger numbers remain the same ticket prices may need to go up overall to make up for the lost revenue, some have warned.

The other issue is what scrapping off-peak would mean for some already overcrowded routes.

“Clearly, the rush hour trains are already packed. And if you remove the disincentive to travel, it would mean more would want to travel on those trains,” said Bruce Williamson from campaign group Railfuture.

As such, he said any removal of peak charges would need to come alongside investment in increasing capacity of the rail network – something which would cost the government money.

‘I can’t afford to travel during peak times’

Elizabeth Wilson smiling outside a train station

Elizabeth Wilson chooses to travel during off-peak times to save money

Elizabeth Wilson, 18, from Hull, is due to start a maths degree course at Newcastle University and believes ScotRail’s initiative should be “standard across the whole of the country”.

“There shouldn’t be a difference in price just because of when you travel. At the end of the day you’re doing the same journey, it shouldn’t matter what time you do that journey.”

Elizabeth says even with her 16-25 railcard “train fares are really expensive especially for students who don’t have much money”.

“I’m often having to wait until later so I can travel because I can’t afford to travel during peak times,” she adds.

She says the current cost of rail fares mean “you’re almost forced to buy a car because it’s much easier”.

A smiling Kara Smith outside of a train station

Kara Smith drives to work because she feels train ticket prices are too expensive

Kara Smith, 23, from Leeds, works at Selfridges in Manchester and says she mainly drives to work because the peak time commute was “very expensive”.

“I used to see most of my wages going on train fares,” she says.

“I’d use the train more often if the fares were cheaper as it’s more convenient. But because of the prices it just makes more sense to drive.”

Mariama Bundu sat in front of a takeaway restaurant in Paddington

Mariama Bundu says peak train prices are “ridiculous”

Mariama Bundu is from Newport in south Wales says she tends to travel at peak times and found the price “ridiculous”.

She spoke to the BBC at Paddington station in London where she was changing trains, having spent almost £200 on a return journey from Newport to Cambridge.

“Sometimes, I have to travel in first class because it’s difficult to get seats [in standard class during peak times],” she added.

Additional reporting by Pritti Mistry, Simon Browning and Emer Moreau



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