Overview

• The chain unveiled a text-only wordmark this week that removes the longtime ‘Old Timer’ illustration, part of a multiyear refresh tied to roughly $700 million.
• Conservative influencers and politicians drove criticism on X, with posts from figures such as Donald Trump Jr. and country singer John Rich labeling the change “woke.”
• Shares fell as much as 15% Thursday before closing down 7.2%, briefly erasing about $100 million in market value, then ticked higher on Friday.
• Cracker Barrel says its values have not changed, describes detractors as a “vocal minority,” and notes Uncle Herschel remains featured in restaurants and on the menu.
• Branding analysts say the simplified identity aids digital legibility but warn that heritage-heavy brands risk alienating loyal customers when visual cues tied to nostalgia are removed.