While discussing Cracker Barrel’s unsuccessful rebrand attempt, Jesse Watters joked people will keep watching Fox ‘until they die’

Fox News host Jesse Watters has mocked his own network’s commercials targeting older people, before saying viewers would be watching the TV channel “until they die.”

The 47-year-old political commentator was discussing Cracker Barrel’s rebrand attempt – which was unsuccessful – on The Five when he said it couldn’t have worked as it wasn’t in line with its customers’ values or likes.

The country-themed restaurant chain faced backlash after announcing it was changing its logo to a simpler one, removing Uncle Herschel from its chair, but reversed its decision following the critics.

“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,” Cracker Barrel said on Facebook.

“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.”

The company added, “As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon.”

Commenting on the decision, TV host Jesse said, “It’s like they tried to make it younger, but Cracker Barrel is for old people. It’s like trying to sell reverse mortgages to young people, or gold, or Relief Factor.”

Fox contributor George Murdoch, known as Tyrus, replied, “Or MyPillow.” Jesse then mocked, “Or all the things we sell on Fox.”

He added, “You just have to keep your audience happy with what they’re used to. That’s why people will be watching Fox until they die.”

Relief Factor, Rosland Capital gold, and Finance of America reverse mortgages are often advertised on Fox News – and MyPillow was also a frequent advertiser on the network.

It is estimated that the median age for Fox News viewers is 69 years old – and the network is also more trusted by older Americans than younger, according to polls.

Earlier this month, Marjorie Taylor Greene took a jab at Fox News for its older viewership, saying its audience is “not the future of America.”

“Fox News better start paying attention, but their problem is most of the people that watch Fox News are very much up in age, the Baby Boomer generation, who I love, those are my parents, but that’s their biggest audience. That’s not the future of America,” she quipped.

The discussion on The Five came as Cracker Barrel said it is returning to its old logo after critics, including President Donald Trump, protested the company’s plan to modernize and appeal to younger customers. The new logo only featured the company’s name.

On Tuesday morning, Trump said via Truth Social 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.”

In a post on its website yesterday evening, Cracker Barrel said it will retain its old logo, which features an older man in overalls sitting next to a barrel and the words “Old Country Store.”

Trump was among those celebrating the move. “Good luck into the future. Make lots of money and, most importantly, make your customers happy again!” Trump said via Truth Social.