Cracker Barrel Stock Plummets 10% Amid Logo Redesign Backlash

Shares of Cracker Barrel Old Country Store plummeted approximately 10% on Thursday, August 21, following widespread criticism of the restaurant chain’s new logo and ongoing brand refresh. The changes, which include updated visual elements and restaurant spaces, are part of a ‘strategic transformation’ aimed at revitalizing the brand.

The controversial new logo removes the familiar image of a man leaning against a barrel and the phrase ‘old country store,’ leaving only the words ‘Cracker Barrel’ on a yellow background. While the company stated the colors were inspired by its scrambled eggs and biscuits and that the refresh maintains its ‘rich history of country hospitality,’ the move has sparked significant social media backlash.

Conservative voices, including Donald Trump Jr. and activist Robby Starbuck, have amplified criticism, suggesting the logo change is an attempt to erase traditional American branding and align with diversity, equity, and inclusion efforts. Starbuck notably commented, ‘Good morning @CrackerBarrel! You’re about to learn that wokeness really doesn’t pay.’

Cracker Barrel Chief Marketing Officer Sarah Moore affirmed that the company’s ‘story hasn’t changed. Our values haven’t changed.’ CEO Julie Felss Masino also mentioned positive feedback from employees and guests regarding remodeled stores, despite some customers lamenting a shift from the ‘country feel’ to a more ‘sterile and modern style.’ The company, with a relatively small market cap of $1.2 billion, is expected to share more information on its remodeling initiative in September.

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