Cracker Barrel’s stock plummeted by 7.2% on August 21, 2025, following the release of a controversial new logo, resulting in a nearly $100 million loss in market value as part of the company’s broader brand refresh efforts.
Who: The incident involves Cracker Barrel Old Country Store, its investors, CEO Julie Felss Masino, and critics including conservative commentators and marketing experts.
What: The company unveiled a new logo that removes the iconic image of a man in overalls leaning against a barrel, opting for a simplified design with just the company name, which led to a significant stock price drop.
When: The stock plunge occurred on Thursday, August 21, 2025, with the logo change announced earlier in the week.
Where: This financial impact was felt in the stock market, specifically affecting Cracker Barrel’s shares traded on public exchanges, while the brand changes are rolling out across its restaurant chain locations.
Why: Cracker Barrel is undergoing a brand modernization to increase relevance, as stated by CEO Masino, who noted the chain was ‘not as relevant as we once were,’ aiming to attract newer demographics with updated visuals and menus.
How: The negative reaction stemmed from public and expert criticism of the logo change, with figures like Matt Walsh calling it ‘generic’ and marketing professionals deeming it a misstep, leading to investor concerns and a sell-off.
Impact: The immediate financial impact was a $94 million loss in market capitalization, and the controversy has sparked debates about brand identity and customer loyalty, potentially affecting long-term brand perception and sales.
What’s next: Cracker Barrel has stated that elements like ‘Uncle Herschel’ will remain in restaurants, and the company continues its broader refresh, but it may need to address the backlash to stabilize investor confidence and customer relations.
Source: https://www.cbsnews.com/news/cracker-barrel-cbrl-stock-down-200-million-loss-new-logo-change/