Cracker Barrel’s first rebrand in nearly 50 years backfired. The company’s stock lost nearly $100 million after introducing a more minimalist look

Retail·rebrandingCracker Barrel’s first rebrand in nearly 50 years backfired

The company’s stock lost nearly $100 million after introducing a more minimalist lookBy Sydney LakeBy Sydney LakeAssociate EditorSydney LakeAssociate EditorSydney Lake is an associate editor at Fortune, where she writes and edits news for the publication's global news desk.SEE FULL BIO Cracker Barrel's "Old Country Store" logo is now just a memory.Getty Images—Joe RaedleCracker Barrel’s new logo refresh, has sparked major backlash from critics who view it as a loss of tradition and a “woke” move, even briefly wiping nearly $100 million off the company’s market value

While some argue the change erases the brand’s Americana identity and nostalgia, branding experts say the modest is part of a broader modernization strategy and reflects the tension between preserving tradition and staying relevant

One Americana brand isn’t getting the barrel-of-monkeys response they were hoping for when launching their new logo this week

Cracker Barrel—one of the most iconic restaurant chains in America, deeply rooted in Southern food and hospitality—this week revealed a new look

A tweak to the logo removes the man sitting on a chair and leaning on a barrel, and the font appears to have slightly changed

Photo courtesy Cracker Barrel And some people are absolutely outraged, with many going as far to say its new, simplified logo is a signal of Cracker Barrel going woke. “Cracker Barrel didn’t just lose its logo

It lost its soul,” wrote an X user called @DesireeAmerica4, whose bio section reads: “Unapologetically America First

Standing tall for the everyday American.” “This isn’t modernization

It’s extermination of Americana, of warmth, of memory,” she continued. “Congratulations, Cracker Barrel

You’re now Woke Barrel

Cracker Barrel didn’t immediately respond to Fortune’s request for

The new logo is all part of CEO Julie Felss Masino’s turnaround plan for the restaurant

She said last year the chain wasn’t “as relevant as we once were,” and announced plans to its and eateries

The new logo is “now rooted even more closely to the iconic barrel shape and word mark that started it all,” according to the company. “On the surface, it’s a modest refresh

But when a brand is built on tradition, even a small design change can feel a cultural shift,” Evan Nierman, founder and CEO at crisis communications firm Red Banyan, told Fortune. “It touched a nerve because it challenged what some customers felt was sacred Cracker Barrel.” Is the Cracker Barrel rebrand really that big of a deal? Cracker Barrel’s rebrand has really struck a chord with some people, particularly those who to a MAGA-leaning lifestyle

They argue it rids the brand of its deep Southern heritage and that the brand has become too sterile

One TikTok user satirically said in regards to the new Cracker Barrel logo: “I don’t want this woke crap

What DEI hire made this logo?” Steak N’ Shake even chimed in on the logo change and red the X post from @DesireeAmerica4 with a in a style mimicking President Donald Trump’s Truth Social posts: “Fire the CEO! Thank you for your attention to this matter!” While Cracker Barrel “took a stab at modernizing and showing cultural relevance,” Mary Delano, chief marketing officer at ad agency Moosylvania, told Fortune, it lost its old-fashioned identity. “This could potentially offend the restaurant’s core fans, who see the chain’s rocking chairs, comfort food and nostalgia as the elements that make Cracker Barrel feel that away from ,” said Delano, who’s helped bring iconic brands Pink Whitney to market

Although the new logo was “more of a tweak than a total overhaul,” said Tenyse Williams, digital marketing adjunct instructor at George Washington University and the University of Central Florida, it feels bigger because of the political climate we’re in. “Cracker Barrel is nostalgia for many, especially customers in the South and Midwest who feel ownership and pride over the brand,” Williams told Fortune. “For a brand that hasn’t changed its logo since 1977, even small changes to a symbol so tied to Americana can feel magnified.” Nierman argued, however, Cracker Barrel’s new logo doesn’t erase its legacy

Rather it softens its image. “Cracker Barrel has long leaned into a version of Americana that felt frozen in time,” he said. “This suggests the brand is finally acknowledging that the world around it is changing, and it wants to be part of that future.” Introducing the 2025 Fortune Global 500, the definitive ranking of the biggest companies in the world

Explore this year's list.