Overview

• The company scrapped its new text‑only logo just eight days after launch and confirmed the heritage mark would stay.
• Cracker Barrel lost roughly $94–100 million in market value during the backlash, then gained about 6–8% after announcing the reversal.
• Conservative activists amplified objections and President Trump urged a return to the old design before the company changed course.
• Executives tied the ill‑fated redesign to a roughly $700 million brand transformation under CEO Julie Felss Masino aimed at refreshing the chain for younger customers.
• Journalistic reviews found Pride and other DEI pages were removed from the website this week, as the company cited routine brand updates, while the co‑founder and hometown customers criticized the abandoned rebrand.