Overview

• In a Monday statement, the chain said it "could’ve done a better job" explaining its refreshed branding and store updates while emphasizing unchanged values and hospitality.
• The new minimalist logo drops the illustrated Uncle Herschel, the barrel imagery, and the "Old Country Store" tagline, with the character remaining on menus, road signs, and in-store décor.
• Executives cite guest research that 87% liked or loved the refreshed logo and have described critics as a "vocal minority," pointing to strong performance at remodeled locations.
• The rollout drew heavy criticism from right-leaning influencers and commentators, and shares fell more than 10% in a single day, erasing roughly $94–$100 million in market value.
• Cracker Barrel says the update is part of a broader ~$700 million transformation spanning new advertising, menu changes, and modernized interiors, with ongoing testing and customer feedback.