Cracker Barrel shares plummet after pushback on new logo, brand refresh

In this articleCBRL your favorite stocksCREATE FREE ACCOUNTThe new Cracker Barrel logo is seen on a inside the restaurant on Aug. 21, 2025 in stead, Florida.Joe Raedle | Getty Imagess of Cracker Barrel Old Country Store plummeted roughly 10% on Thursday after the restaurant unveiled its new logo earlier this week as part of a larger brand refresh.The new logo removes the image of a man leaning against a barrel that was minently in the original, leaving behind just the words "Cracker Barrel" against a yellow background

The phrase "old country store" has also been removed.The company said the colors in the logo were inspired by the chain's scrambled eggs and biscuits.The change is part of a "strategic transformation" to revitalize the brand that started back in May 2024

Under that mission, Cracker Barrel's brand refresh includes to visual elements, restaurant spaces and food and retail offerings.Cracker Barrel's old and new logo.Courtesy: Cracker BarrelCracker Barrel said in March that the refresh will still maintain the brand's "rich history of country hospitality" and "authentic charm that has made the brand a beloved destination for generations of families.""We believe in the goodness of country hospitality, a spirit that has always defined us

Our story hasn't changed

Our values haven't changed," Chief Marketing Officer Sarah Moore said in a media release.However, many social media users have criticized the new logo, especially those in conservative circles

The president's son, Donald Trump Jr., amplified a post on Wednesday suggesting that the logo change was led by CEO Julie Felss Masino to erase the American tradition aspect of the branding and make it more general, as a way of leaning into diversity, equity and inclusion efforts.Conservative activist Robby Starbuck added his ary on Thursday, writing in a post on social media site X, "Good morning @CrackerBarrel! You're to learn that wokeness really doesn't pay."The company has a relatively small market cap of $1.2 billion compared with other restaurant chains.Customers have also complained on social media the interior redesign of many Cracker Barrel restaurants, saying the new decor favors a more sterile and modern style over its tried-and-true country feel.On the restaurant's earnings call in June, Masino said Cracker Barrel had 20 remodels and 20 refreshes

She said the company will be sharing more information the remodeling initiative in September."Employees had given us great back working in those newly remodeled and refreshed stores and guests continue to tell us that they're lighter, brighter, more welcoming and they're enjoying them," Masino said on the call.Cracker Barrel is not the only stock to see large swings based on political social media posts.Earlier this month, s of American Eagle soared after Trump posted that an ad featuring Sydney Sweeney, which faced significant social media pushback from the left, was "the 'HOTTEST' ad out there."Back in 2023, Anheuser-Busch InBev faced heavy criticism from conservatives after a collaboration between Bud Light and social influencer Dylan Mulvaney, who is transgender.Don’t miss these insights from CNBC Morgan Stanley says nu power is gaining momentum, recommends these stocksWells Fargo hikes S&P 500 target as U.S. tariffs get delayed againMorgan Stanley maintains bullish stance on Nvidia heading into earnings, raises price targetWhy UBS just raised its gold forecast again as the precious metal hovers near record high