Cracker Barrel faces stock slide after controversial logo change

In August 2025, Cracker Barrel unveiled a new text-only logo, marking a significant departure from its iconic branding that included a man and a barrel since 1977. This branding change was part of a larger effort to modernize the restaurant's image and attract younger diners, especially after struggling to regain loyal customers following the Covid-19 pandemic. The company's CEO, Julie Felss Masino, defended the redesign by referring back to the brand's original logo from 1969, asserting that their core values and offerings remain unchanged even as they evolve to appeal to new patrons. These alterations, however, have prompted intense backlash, particularly from conservative groups who perceived the changes as an abandonment of traditional values. The reaction intensified on social media, resulting in public figures, including Donald Trump Jr., expressing outrage. This sentiment, echoed by various online critics, significantly influenced investor sentiment, leading to a rapid decline in the company's stock price shortly after the announcement. Despite the negative response, Masino claimed to have received positive customer feedback on the restaurant renovations, which are part of a broader $700 million plan aimed at revitalizing Cracker Barrel's appeal by creating brighter and more inviting restaurant environments. The company continues to affirm that its heritage and commitment to hospitality remain intact, even as it attempts to adapt to changing consumer preferences and revitalize its brand image to remain competitive in the casual dining sector.