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Cracker Barrel Reinstates Old Logo, Suspends Remodels After Backlash

The about-face highlights how abandoning familiar cues can alienate core diners, rattling investors.

Overview

  • The chain scrapped a text-only logo and paused planned aesthetic overhauls after criticism that included attacks from President Donald Trump and conservative commentators.
  • Only four of roughly 660 restaurants had received the brighter, decluttered prototype design before the company said the look did not reflect what customers love.
  • Executives say the broader turnaround continues, with up to $700 million through 2027 shifting toward maintenance, kitchen upgrades, menu work and technology.
  • Shares have fallen about 10% over the past month, and reports indicate foot traffic and sales declined following the late-August controversy.
  • Analysts and opinion writers split on the cause, with some calling it brand mismanagement rather than politics, as scrutiny of CEO Julie Masino intensifies ahead of an expected update at next week’s earnings.