Overview

• Cracker Barrel unveiled a minimalist logo on Aug. 19 that removed its longtime mascot as part of a modernization push, then said on Aug. 26 it would bring back the original after customer outcry and the president’s criticism.
• Bloomberg Second Measure card data showed transactions slowed the day after the reveal and continued to weaken through Aug. 26, while comparable full‑service chains showed mixed results.
• Shares fell roughly 10%–13%, wiping out about $100 million in value, before partially rebounding after the company reversed the branding change, according to market reports.
• Polling and store accounts pointed to a brief reputational and traffic hit: Morning Consult found unfavorable views jumped from 10% to 25% in two days, and staff in Georgia reported a “dead” week that rebounded once the old logo returned.
• The company says the classic logo is restored but its multi‑year remodel aimed at younger diners continues, with a budget in the hundreds of millions and early locations still in test‑and‑learn.