Cracker Barrel Shares Plunge Amid Logo Redesign Backlash

New York, August 21, 2025 - Cracker Barrel Old Country Store (NASDAQ: CBRL) saw its shares drop sharply on Thursday. This came after the restaurant chain revealed a new text-only logo. The update removed the classic image of a man leaning on a barrel. The stock fell by up to 15% during the day. This is its biggest drop in months and adds to a five-day losing streak.

The new logo, revealed Tuesday, is part of a $700 million rebranding. It replaces the old emblem from 1969 with a sleek word mark inside a rounded hexagon. The change has faced a lot of criticism on social media. Users say the company is abandoning its roots. Conservative commentators compared the uproar to the Bud Light backlash. Donald Trump Jr. tweeted his disapproval, asking, “TF is with @CrackerBarrel??!”n>??!”.

By midday Thursday, Cracker Barrel shares were at $50.34. This was a 14% drop from Wednesday’s close. Earlier, the stock fell to $50.27. Trading volume hit 3.4 million shares, over five times the 30-day average. Investors fear that the brand’s misstep could spark boycotts. This might hurt restaurant traffic just before next month’s fourth-quarter earnings report.

CEO Julie Felss Masino defended the overhaul. She said it aligns with the brand’s iconic barrel shape and word mark. This change modernizes the guest experience in menus and restaurant décor. The market reaction shows the risks of alienating loyal customers. This comes at a tough time, with high operating costs and low consumer spending in casual dining.

Analysts will watch same-store sales closely in the next quarters. They want to see if the redesign boosts the chain or harms its brand equity.