Cracker Barrel branding update triggers stock move

Cracker Barrel’s logo update and store redesign drew criticism on social media and contributed to a selloff in shares.

Cracker Barrel stock falls after branding refresh draws backlash

Cracker Barrel Old Country Store saw its stock drop about 10% on Thursday after the chain unveiled a branding refresh as part of a broader transformation started in May 2024. The refresh includes updates to the logo, visual identity, restaurant interiors and product offerings. The new logo removes the image of a man leaning on a barrel, leaving only the Cracker Barrel name on a yellow background and dropping the phrase old country store.

The company says the changes preserve the brand’s heritage of hospitality. Chief Marketing Officer Sarah Moore says the brand’s story and values remain intact. Social media backlash, particularly from conservative voices, quickly followed, with posts amplified by figures including Donald Trump Jr. and Robby Starbuck challenging the move as erasing tradition and aligning with diversity, equity and inclusion efforts. The stock action comes as Cracker Barrel has a relatively small market cap around $1.2 billion, making it sensitive to online sentiment. The company notes ongoing remodeling and refresh work, with 20 remodels and 20 refreshes completed and more updates planned for September, while employees and guests have reported positive responses to the newer spaces.

The incident shows how branding changes can become a political story in the social media era. Cracker Barrel’s goal to modernize while preserving tradition sits at a tricky intersection where public sentiment can quickly influence investor perception. For a mid‑cap retailer, a branding moment is also a market moment, and the backlash highlights the risk of tying design to broader cultural debates. If the refreshed spaces prove more welcoming in practice, the business upside could emerge; if not, the controversy may linger and affect guest demand. The company’s defense that heritage remains intact will be tested by how customers actually respond in stores and how investors price that response.

Highlights

Brand choices will shape the next chapter for Cracker Barrel.