Overview

• Shares rose roughly 4%–5% after the president’s Truth Social post, following a prior drop of about 12%–14% that erased roughly $100 million to $143 million in market value.
• The company says Uncle Herschel will remain visible on menus, road signs, and in stores even as the new primary logo removes the man-and-barrel imagery.
• Cracker Barrel framed the change as the fifth evolution of its identity and part of a multi‑year modernization program reported at roughly $700 million.
• Conservative figures and large social‑media accounts intensified the backlash, while YouGov polling reported high awareness and a strong preference for the old logo.
• Executives maintain the brand’s values are unchanged and cite internal research indicating strong approval for the refresh across guest and team feedback.