Cracker Barrel’s rebrand sparks outrage as company’s stock plunges
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Cracker Barrel CEO slammed by Steak ‘n Shake over controversial rebrand
Cracker Barrel’s decision to rebrand its historic logo has drawn ire from other companies, including Steak ‘n Shake. The southern-themed comfort food restaurant chain first opened its doors in 1969 with simple gold branding and its name spelled out in brown lettering. In 1977, it added a seated figure of a man wearing overalls leaning against a wooden cask alongside the name, in the process creating an icon of folksy Americana that has endured ever since. Now, the rebrand has removed the leaning figure in a return to the original design, with the company saying the new logo “is now rooted even more closely to the iconic barrel shape and word mark that started it all.” But not everyone agrees, with customers and political figures voicing their disapproval.
The southern-themed comfort food restaurant chain, based in Lebanon, Tennessee, first opened its doors in 1969 with simple gold branding and its name spelled out in brown lettering, intending to evoke the atmosphere of a friendly wood-frame general store selling dry goods to the pioneers. Then, in 1977, it added the seated figure of a man wearing overalls leaning against a wooden cask alongside the name, in the process creating an icon of folksy Americana that has endured ever since.
Now, the rebrand has removed the leaning figure in a return to the original design, with the company saying the new logo “is now rooted even more closely to the iconic barrel shape and word mark that started it all.”
But not everyone agrees.
Taking aim at Cracker Barrel with a string of posts on X, Indianapolis-based burger chain Steak ‘n Shake wrote: “This is what happens when you have a board that does not respect their historical customers or their brand. At Steak n Shake, we have gone back to basics. Our tallow fries are waiting for you. Oh yeah, you can also now pay with Bitcoin!”
“Sometimes, people want to change things just to put their own personality on things. At CB, their goal is to just delete the personality altogether. Hence, the elimination of the ‘old-timer’ from the signage,” a second post read.
“Heritage is what got Cracker Barrel this far, and now the CEO wants to just scrape it all away. At Steak n Shake, we take pride in our history, our families, and American values. All are welcome. We will never market ourselves away from our past in a cheap effort to gain the approval of trend seekers.
Sometimes, people want to change things just to put their own personality on things. At CB, their goal is to just delete the personality altogether. Hence, the elimination of the “old-timer” from the signage. Heritage is what got Cracker Barrel this far, and now the CEO wants to… pic.twitter.com/Aoml8ZOfuT — Steak ‘n Shake (@SteaknShake) August 21, 2025
A third tweet took aim at Cracker Barrel CEO Julie Felss Masino, saying: “Fire the CEO! Thank you for your attention to this matter!”
Fans of the restaurant chain, as well as political figures, have also weighed in on the rebrand — which is also slated to include an overhaul of the restaurant’s signature homey interior decor — voicing their disapproval.
Cracker Barrel has updated its logo, angering fans (Cracker Barrel)
“You disappointed the entire country,” one upset customer wrote on X.
“Cracker Barrel CEO Julie Masino should face charges for this crime against humanity,” another wrote.
Cracker Barrel CEO Julie Masino should face charges for this crime against humanity pic.twitter.com/auBFPi4bpr — End Wokeness (@EndWokeness) August 21, 2025
In a statement, the business elaborated about the rebrand, saying: “Anchored in Cracker Barrel’s signature gold and brown tones, the updated visuals will appear across menus and marketing collateral, including the fifth evolution of the brand’s logo, which is now rooted even more closely to the iconic barrel shape and word mark that started it all.”
Meanwhile, after the new logo was revealed, Cracker Barrel stock plummeted, resulting in a $94 million loss.
Cracker Barrel Logo Change Sparks Fan Outrage
Cracker Barrel has been making the news in a major way over the last few days after a big announcement regarding a logo change. The rebrand is a part of their “All the More’ campaign, which also includes new menu items, restaurant remodels, updated marketing, and TV spots. According to a report from CNBC, the Cracker Barrel stock has plummeted since the announcement. The company unveiled on Thursday the change from its traditional logo to a plain and dry new logo.
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Cracker Barrel has always been, and will always be, one of my favorite places to go and sit down for dinner. There is just something about waiting for your table to be ready and walking around the gift shop that is full of stuff that you don’t need, but always want. Oh, and it always smells so good in there.
I’m fairly certain that nearly every time I’ve been to a Cracker Barrel, I’ve almost always gotten that delicious Mama’s Pancake Breakfast. Provides a mix of everything. But you really can’t go wrong with anything you get, whether it’s breakfast, lunch, or dinner.
READ MORE: FDA Warning Louisiana & Texas About Frozen Shrimp
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Despite its delicious food, Cracker Barrel has really upset a big chunk of its fanbase after the company unveiled on Thursday the change from its traditional logo to a plain and dry new logo. Honestly, the new logo looks like you told ChatGPT to create you a logo, and heck, even AI could’ve done a better job. I mean, look at this thing…
According to the store, the rebrand is a part of their “All the More” campaign, which also includes new menu items, restaurant remodels, updated marketing, and TV spots.
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The rebrand isn’t just making the rounds on Social Media as the laughing stock of the social world, but it also looks like it might be affecting the business itself. According to a report from CNBC, the Cracker Barrel stock has plummeted since the announcement.
Around 7% drop was reported by AP and the Washington Post, closing at $54.80.
CBS News reported an even steeper decline—nearly 15%, erasing roughly $200 million in market value.
I did get a little chuckle out of this meme on X…
Cracker Barrel Customers Miss the Man in the Old Logo. Who Was He?
Cracker Barrel’s new, text-only logo was unveiled on Aug. 19. It marks the first time in 48 years that the logo has not featured the familiar old-timer in overalls sitting on a wooden chair and relaxing with an arm on a barrel. The company has also gotten pushback on the remodeling of its restaurants from its worn Southern look to a modern farmhouse aesthetic as part of a $700 million transformation. Cracker Barrel said only 30 of its 660 stores are getting the full makeover, and the gift shops and rocking chairs will remain. It also said the Uncle Herschel figure will remain on restaurant signage and menus and will not be removed from the company’s social media accounts. The new logo was created by Nashville designer Bill Holley, who wrote it on a napkin in 1977 and was meant to “create a feeling of nostalgia,” according to the company.
The new, text-only logo for the country restaurant chain was unveiled on Aug. 19 as part of the company’s ongoing modern rebrand.
It marks the first time in 48 years that the logo has not featured the familiar old-timer in overalls sitting on a wooden chair and relaxing with an arm on a barrel. Cracker Barrel fans know him as Uncle Herschel.
The former Cracker Barrel logo (left) has been replaced by a new, text-only one (right). Cracker Barrel
The gold-and-brown tones are still there in the new logo, but many customers were quick to let the company know on its social media that they aren’t happy about the change:
“Change the logo back NOW,” one wrote on Instagram.
“I have NO IDEA why companies feel the need to change their logo when the one they have had for decades works so well,” wrote another. “At least leave the barrel in the logo!!”
Even rival chain Steak ‘n Shake posted on X on Aug. 21, saying it “would never market ourselves away from our past in a cheap effort to gain the approval of trend seekers.” The chain included a close-up shot of the man leaning on the barrel from the former Cracker Barrel logo.
“At CB, their goal is to just delete the personality altogether. Hence, the elimination of the ‘old-timer’ from the signage,” Steak ‘n Shake wrote. “Heritage is what got Cracker Barrel this far, and now the CEO wants to just scrape it all away.”
Conservatives and MAGA pundits have also criticized the change. Donald Trump Jr. asked what was “wrong” with Cracker Barrel in a post on X, and other critics called the change “woke.” Even on the other side of the political aisle, the X account for the Democratic Party said they think “the Cracker Barrel rebrand sucks too.”
“We believe in the goodness of country hospitality, a spirit that has always defined us. Our story hasn’t changed. Our values haven’t changed. With ‘All the More,’ we’re honoring our legacy while bringing fresh energy, thoughtful craftsmanship and heartfelt hospitality to our guests this fall,” Sarah Moore, CMO of Cracker Barrel, said in a press release.
Who Was the Man Leaning on the Barrel in the Old Cracker Barrel Logo?
Fans have speculated that Uncle Herschel is Herschel McCartney, the uncle of Cracker Barrel founder Dan Evins. McCartney was a goodwill ambassador for the company in its early days when it was founded in Tennessee in 1969, according to Cracker Barrel Insider.
The Cracker Barrel logo that was created in 1977 and was scrapped in favor of a text-only one in 2025. jetcityimage / Getty Images
But, according to the company, that’s not true.
The man is just a generic figure created by Nashville designer Bill Holley, who wrote it on a napkin in 1977. His aim was to “create a feeling of nostalgia with an old-timer wearing overalls,” according to Cracker Barrel.
Further Fallout From the Cracker Barrel Changes
The company has also gotten pushback on the remodeling of its restaurants from its worn Southern look to a modern farmhouse aesthetic as part of a $700 million transformation.
Cracker Barrel said only 30 of its 660 stores are getting the full makeover, and the gift shops and rocking chairs will remain. It also said the Uncle Herschel figure will remain on restaurant signage and menus.
In the wake of the new logo and interior makeover, shares of Cracker Barrel plunged 12% on Aug. 22, shedding $94 million in market value.
Cracker Barrel Stock Price Plummets 7.2% Amid Controversial Logo Redesign
Cracker Barrel’s market value tumbled by approximately $94 million on Thursday, although some recovery was observed in pre-market trading on Friday. The stock plummeted by $4.22, a 7.2% drop, settling at $54.80 by the end of Thursday’s trading. This downturn coincided with the release of the company’s new logo, which has been met with mixed reactions. The redesign saw the removal of the iconic image of a man dressed in overalls, known as “Uncle Herschel,” leaning against a barrel, instead featuring a streamlined logo displaying just the name of the chain. The new logo is said to more closely align with the company’s historical roots, focusing on the legacy barrel iconography that has been part of the brand since its inception in 1969. Despite the changes, Cracker Barrel has insisted that its commitment to the values of its original “old country store experience,” designed to evoke communities gathering stories around a traditional setup, remains as strong as ever.
The stock plummeted by $4.22, a 7.2% drop, settling at $54.80 by the end of Thursday’s trading. At one point during the day’s trading, shares dipped as low as $50.27, nearly halving from its capitalization peak in 2018. Market value tumbled by approximately $94 million on Thursday, although some recovery was observed in pre-market trading on Friday.
The rebranding and subsequent stock decline have sparked debate among investors and analysts, with some expressing skepticism over the impact of the logo change on consumer perception. While redesigns seldom lead to such precipitous drops, the update has been viewed with concern by investors, questioning the efficacy of Cracker Barrel’s broader strategy under CEO Julie Felss Masino. Masino has previously acknowledged the challenge of maintaining the brand’s relevance in the modern dining landscape and has led efforts to update the menu and interior design of Cracker Barrel locations.
The new logo is said to more closely align with the company’s historical roots, focusing on the legacy barrel iconography that has been part of the brand since its inception in 1969. Despite the changes, Cracker Barrel has insisted that its commitment to the values of its original “old country store experience,” designed to evoke communities gathering stories around a traditional setup, remains as strong as ever.
While the company’s attempt to refresh its image has been met with criticism from some quarters, drawing political comments and some negative branding insights, Cracker Barrel maintains that feedback has been “overwhelmingly positive”. The simplification of the logo has been critiqued by some marketing professionals as overly plain and potentially alienating to long-time loyal customers.
Conservatives on social media have contributed to a backlash against the changes, labeling the rebrand as symptomatic of a larger cultural shift they refer to as “woke-ism.” Meanwhile, the restaurant chain has been accused of sidelining its traditional roots in an effort to modernize.
Despite the swirling controversy, CEO Julie Felss Masino has addressed these concerns, highlighting that the heart and soul of Cracker Barrel remains intact. Masino had previously acknowledged the challenges faced by the brand, identifying areas such as menu updates and store remodeling as necessary steps for maintaining relevance in a fast-evolving market. The new logo is expected to be central to the company’s brand overhaul, appearing on various marketing platforms and materials.
Cracker Barrel’s revenue saw modest growth in the 2024 fiscal year, increasing to approximately $3.5 billion, a slight rise from $3.4 billion in 2023, although net income saw a significant drop to $40.9 million from $99 million in the previous year. For the latest quarter, Cracker Barrel reported revenue of $821.1 million, slightly up from $817.1 million according to regulatory filings. Cracker Barrel’s share prices had risen by 7% within the year, reaching $55.42 by Friday morning, despite a sharp decline from a peak of over $180 in 2018.
Cracker Barrel’s strategy to appeal to a newer, more modern consumer base may be an attempt to navigate challenges faced by businesses rooted in themes of nostalgia. The love for the traditional charm of Cracker Barrel remains strong among its long-time customers, whose fondness for the brand is entwined with personal and cultural memories. The company’s leadership remains optimistic about the positive reception of their rebranding strategy, citing its potential to reinforce rather than diminish their historical brand identity.
As Cracker Barrel’s stock price continues to recover, analysts will closely monitor the company’s ongoing efforts to rejuvenate its image and the responses from both consumers and investors. While criticism of the rebrand persists, some view the company’s pivot as a necessary evolution in response to broader shifts in consumer preferences. As the debate continues, the question remains: will Cracker Barrel’s effort to modernize its image and offerings secure its place in the fast-changing dining landscape?
Speculation and scrutiny are likely to continue regarding how these changes will affect Cracker Barrel’s fortunes in the competitive restaurant sector. As market analysts predict the potential impacts on sales and customer loyalty, the chain’s leadership maintains confidence that their refresh will enable the brand to resonate with an ever-changing customer base and uphold the company’s heritage in a modern context.
Source: https://www.foxbusiness.com/video/6377255394112