Overview

• The chain replaced its illustrated mark by removing the man leaning on a barrel and the words “Old Country Store,” moving to a simpler text-only design in gold and brown.
• Cracker Barrel’s stock fell as much as 15% intraday on Thursday before closing down about 7%, with multiple outlets also noting double-digit declines tied to negative online reactions.
• The company says its values are unchanged and that the Uncle Herschel character remains in restaurants and on the menu as it refreshes branding for digital and physical use.
• Conservatives including Donald Trump Jr. denounced the change, Steak ’n Shake publicly mocked it, and the Democratic Party and Gavin Newsom’s press office also piled on with ridicule.
• The logo is part of a broader push that includes remodels, menu updates and new marketing, including a Manhattan pop-up with country singer Jordan Davis tied to the “All the More” campaign.