Overview

• The chain unveiled the simplified mark Tuesday under its All the More campaign, removing the seated figure and, in some applications, dropping the “Old Country Store” wording.
• Cracker Barrel paired the identity update with remodeled stores, a refreshed menu and a national ad featuring country artist Jordan Davis.
• Reaction on social media was fierce, with prominent conservative figures attacking the redesign as “woke,” while others ridiculed the intensity of the outrage.
• Shares fell by double digits Thursday following the uproar, with outlets reporting intraday declines of roughly 10% to 15%.
• CEO Julie Felss Masino and CMO Sarah Moore defended the strategy as guest-driven and said feedback is positive, as the company continues a multi‑year plan with about 20 refreshes and 20 full remodels completed and $600–$700 million in projected capital spending.