Cracker Barrel Scraps New Logo After Backlash and Stock Plunge

📍 August 27, 2025 — Lebanon, Tennessee

Cracker Barrel Old Country Store has reversed course on its recent rebranding effort, announcing it will scrap its newly unveiled logo following intense customer backlash and a sharp drop in stock value. The decision comes less than two weeks after the company introduced a modernized design aimed at attracting younger diners.

🪵 “Old Timer” Returns After Public Outcry
The new logo, which removed the iconic image of a man leaning on a barrel in favor of a minimalist wordmark, was met with swift criticism from loyal customers and brand purists. Social media erupted with complaints, accusing the company of abandoning its roots and diluting its identity. Even former employees and brand designers weighed in, calling the move “brand suicide”.

In response, Cracker Barrel announced Tuesday that it would restore its original logo, affectionately known as the “Old Timer.” “We said we would listen, and we have,” the company stated. “Our new logo is going away and our ‘Old Timer’ will remain. At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family”.

📉 Stock Tumbles Nearly $100 Million
The backlash wasn’t just vocal—it was financial. Cracker Barrel’s stock (Nasdaq: CBRL) plunged nearly 7% in a single day, shedding close to $100 million in market value. The drop followed a week of mounting criticism and uncertainty among investors, who questioned the wisdom of tampering with a brand so closely tied to nostalgia and Americana.

After the company announced it would revert to its original logo, shares rebounded by as much as 6% in premarket trading Wednesday.

🇺🇸 Political Voices Join the Fray
The controversy even drew attention from political figures. Former President Donald Trump weighed in on social media, congratulating Cracker Barrel for “changing your logo back to what it was” and calling the reversal “smart”. Deputy White House Chief of Staff Taylor Budowich also claimed the company had thanked Trump for his support during a phone call.

🏪 A Lesson in Brand Loyalty
Cracker Barrel’s rapid reversal highlights the risks of rebranding legacy companies with deeply entrenched customer bases. While minimalist logos have become trendy across industries, Cracker Barrel’s experience underscores that not every brand can—or should—modernize at the expense of its identity.

The company, which operates nearly 660 locations nationwide, now faces the challenge of balancing innovation with tradition. For now, the message is clear: don’t mess with the barrel.