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32m ago

Cracker Barrel’s New Text-Only Logo Sets Off Selloff and Cross-Party Pile-On

The company calls the redesign part of a multiyear modernization, saying the ‘Uncle Herschel’ character remains in restaurants.

Cracker Barrel had announced in 2024 that they had plans for a brand refresh
Image
L: A Cracker Barrel Old Country Store sign is visible atop one of its restaurants, April 12, 2002 in Naperville, IL. R, and insert: Cracker Barrel's new logo and redesign, in images taken from their Instagram.

Overview

  • Shares fell more than 12% intraday on Thursday and closed down over 7%, with multiple reports estimating roughly $100 million to $200 million in market value erased.
  • Conservative figures including Donald Trump Jr. and Rep. Byron Donalds criticized the change, while the Democratic Party and California Gov. Gavin Newsom’s press office also mocked the new look.
  • Rival Steak ’n Shake publicly blasted the move on X, accused Cracker Barrel of erasing its heritage, and amplified calls to fire CEO Julie Felss Masino.
  • Cracker Barrel said its values are unchanged and emphasized that ‘Uncle Herschel’ remains featured in stores and on the menu as part of its ‘All the More’ campaign.
  • The logo update is one element of a broader, previously announced transformation reported at about $700 million, unfolding alongside restaurant remodels and continued scrutiny over DEI policies, including an EEOC complaint from America First Legal.