Cracker Barrel faces backlash after logo change triggers stock drop

In August 2025, Cracker Barrel, a restaurant chain based in the United States, faced significant customer backlash after unveiling a new logo that eliminated the iconic imagery of Uncle Herschel. This rebranding effort, which marked the fifth logo evolution since the company started in 1969, aimed to modernize the brand but instead provoked an emotional response among its loyal customers. Experts noted that the change risked erasing a cherished sense of nostalgia, with many feeling that their tradition was being undermined. Following the logo change on August 18, 2025, shares of Cracker Barrel experienced a dramatic decline, reflecting a steep drop of over 12%, resulting in a loss of $143 million in market value. Analysts indicated this backlash was not merely about the aesthetics of the logo but rooted in deeper emotional connections that the brand cultivated over decades. A marketing consultant likened the backlash to reactions seen with other historical brands that altered their imagery but noted that those companies managed their transitions more thoughtfully. High-profile figures like former President Donald Trump expressed their opinions, urging Cracker Barrel to revert to the old logo and acknowledge the backlash as an indication that a mistake had been made. He suggested that the chain could leverage this controversy for positive publicity if managed correctly. This sentiment echoed throughout social media, where many users, including celebrities Jason and Brittany Aldean, voiced their displeasure and vowed to avoid Cracker Barrel due to the changes. In response to the backlash, Cracker Barrel admitted it could have communicated better about the changes being implemented. The company emphasized that its core values remain intact, and they aim to connect with long-time patrons while attracting new customers through a more contemporary approach. However, the incident served as a reminder of how deeply ingrained the emotional ties are between brands and their customers, particularly with cultural icons that embody specific American values.