Overview

• Shares fell as much as 15% intraday Thursday before closing down about 7%, with a modest rebound reported Friday morning.
• The redesign removes the seated man and barrel, presenting a text-only mark on a gold background in what the company calls its fifth logo evolution.
• Criticism surged across social media from conservative voices including Donald Trump Jr., with the Democratic Party and Gov. Gavin Newsom’s press office also mocking the change, and Steak ’n Shake joining in.
• Cracker Barrel says the update is part of a multi-year transformation with menu additions and brighter, less-cluttered interiors intended to renew relevance.
• Executives maintain core values are unchanged and label detractors a vocal minority, while signaling no plans to reverse the redesign.