Cracker Barrel Faces Continued Backlash and Stock Pressure Following Logo Redesign

August 22, 2025 - Cracker Barrel Old Country Store faced backlash on Friday. This came after the launch of a new, simplified logo earlier in the week. Customers and investors are still voicing their concerns.

Brand Refresh Sparks Outcry On Tuesday, Cracker Barrel launched its fifth logo for the “All the More” fall campaign. They removed the old image of a man by a barrel. Now, the logo features a text-only design in the brand’s signature gold and brown colors. This change is the newest step in a $700 million plan. The goal is to modernize restaurant interiors, improve menu items, and enhance marketing materials.

Social Media Revolt and Political Commentary Social media users, including conservatives, called the redesign “woke” and “soulless.” Donald Trump Jr. and other activists helped spread the backlash. Critics missed the nostalgia and said the company lost its Americana roots.

**Shares Slide on Logo Controversy** Cracker Barrel’s stock took a big hit on Thursday. It fell as much as 13% during the day and ended down 7% at $54.80 per share. This drop erased about $94 million in market value in one session. Analysts said the sell-off shows how social media affects investor behavior. It matters more than any real changes in Cracker Barrel’s operations.

CEO Defends Strategy, Highlights Positive Feedback Facing criticism, CEO Julie Felss Masino stated the new identity is “even more closely rooted” in the classic barrel shape and word mark. She also noted that customer feedback has been “overwhelmingly positive” during the campaign launch with country music artist Jordan Davis.

**Promotional Offer and Fall Menu Rollout** Cracker Barrel moved forward with its fall rollout, despite the controversy. The company shared that guests can enjoy a free Classic Side with any purchase on August 23–24. This is to celebrate the start of the campaign. The new menu brings back favorites like Uncle Herschel’s Favorite. It also adds new dishes, including Hashbrown Casserole Shepherd’s Pie and Butter Pecan Sticky Buns.

**New York Launch Event Draws Crowds** On August 21, Cracker Barrel and Jordan Davis hosted “A Taste of Country, Anytime” in New York City. They turned a city block into a replica of the restaurant’s front porch. It featured rocking chairs, classic games, and live entertainment. The event underscored the brand’s effort to marry tradition with contemporary flair.

Cracker Barrel is dealing with the effects of its rebranding. The chain must balance its classic charm with the need to attract new customers. Friday’s market reaction hints that for many patrons and investors, the logo is still a big part of the Cracker Barrel experience.