Overview

• Cracker Barrel said the minimalist mark is being retired and the brand’s Old Timer icon will remain.
• The short-lived redesign was a text-only logo that dropped the seated man and the barrel long tied to the chain’s identity.
• Shares fell more than 12% after the reveal, wiping out roughly $100 million in market value as criticism mounted online.
• President Donald Trump urged a return to the old look on Tuesday hours before the company announced the reversal.
• The company says its wider modernization of stores and menus continues, after conceding the rollout and messaging missed the mark.