Overview

• Cracker Barrel said the text‑only logo is being scrapped and the longtime 'Old Timer' mark will remain after customer feedback.
• Shares fell sharply during the uproar, with reports of a roughly 15% drop and more than $100 million in value lost, then recovered toward pre‑controversy levels after the reversal announcement.
• The change was part of CEO Julie Felss Masino’s roughly $700 million modernization plan, which co‑founder Tommy Lowe denounced as a misguided pivot away from the brand’s heritage.
• Top shareholder Sardar Biglari, who owns about 9% of the company, had warned in 2024 that remodels and rebranding would destroy value and labeled the strategy an 'obvious folly.'
• The dispute escalated into a political flashpoint as President Trump urged a return to the old logo, a YouGov poll showed 76% preferred the original, and the company acknowledged poor communication on the rollout.