Overview

• In a statement on Aug. 25, the chain said it "could've done a better job" communicating the change and will keep the new logo and ongoing store remodels.
• Cracker Barrel said Uncle Herschel will remain on menus, roadside signs, and in country stores, though he will not return to the primary logo.
• Backlash on social media, amplified by conservative influencers, persisted as rivals such as Steak n' Shake publicly mocked the rebrand.
• Shares fell roughly 10%–12% in a single session last week, wiping out about $100 million in market value, before hovering near $54 per share on Monday.
• The refresh is part of a multi-hundred-million-dollar transformation to attract younger customers, with the company citing research that 87% of respondents liked the new design.