Overview

• The redesign drops the man leaning on a barrel and the words "Old Country Store," returning to a simplified wordmark on a gold background.
• Shares fell more than 12% at one point Thursday and closed down over 7%, with outlets estimating market-value losses ranging from about $94 million to nearly $200 million.
• CEO Julie Felss Masino said on Good Morning America that feedback has been "overwhelmingly positive," and the company reiterated that its values are unchanged.
• Cracker Barrel said the legacy character known as Uncle Herschel remains featured in restaurants and on the menu as part of what it calls the brand’s fifth logo evolution.
• Steak 'n Shake mocked the change on X for erasing the 'old-timer,' as political figures and accounts across the spectrum—from Rep. Byron Donalds to the Democratic Party and Gov. Gavin Newsom’s press office—panned the new look.