Overview

• Cracker Barrel introduced a simplified gold wordmark that drops the man leaning on a barrel and the words “Old Country Store” as part of its All the More campaign.
• Shares fell sharply on Thursday, with reports citing roughly $200 million in lost market value following the rollout and online backlash.
• Steak 'n Shake criticized the redesign on X, accusing Cracker Barrel of deleting the brand’s personality by removing the longtime ‘old-timer’ imagery.
• CEO Julie Felss Masino defended the broader rebrand on Good Morning America, saying guest feedback has been overwhelmingly positive and managers are seeking remodels.
• Cracker Barrel described the update as the brand’s fifth logo evolution and said remodels and refreshed marketing will continue across its roughly 660 U.S. locations.