US EditionCracker Barrel co-founder criticizes company rebrand, calls for return to traditional style
Cracker Barrel's CEO reversed the logo change after a 14% stock drop and widespread criticism, including from President Trump and conservative activists, restoring the iconic 'Old Timer' image.
- By Tuesday evening, Cracker Barrel Old Country Store announced it would restore the 'Old Timer' logo, saying `We said we would listen` and citing customer reaction for reversing the redesign.
- Facing weakening financial performance and stagnant growth, CEO Julie Felss Masino launched the company's transformation project, unveiling a new logo on Aug. 19 as part of modernization efforts.
- Within 48 hours Cracker Barrel Old Country Store's stock plunged 14%, wiping out about $143 million in market value, but shares later rebounded 7% to around $62.33 after hitting a $54.25 intraweek low on Monday.
- President Donald Trump urged Cracker Barrel to `go back to the old logo` on Tuesday, while co-founder Tommy Lowe sharply criticized the redesign and urged CEO Julie Felss Masino to focus on food and service.
- Amplified by right-leaning influencers and broadcasters, the backlash highlights how culture-war commentators see symbolic brand changes as political spectacles amid tariffs and retail pressures affecting Cracker Barrel.
10 Articles
10 Articles
Cracker Barrel proves that the era of the angry, racist, homophobic, white man is alive and well
My grandfather loved Cracker Barrel. When I’d go see him in Ohio, he’d say, “Let’s go to Cracker for breakfast.” There were some mornings I had no idea what he meant. I didn’t grow up with Cracker Barrel, so the brand was more or less foreign to me.He died 20 years ago, and I can say with certainty that he wouldn’t be dining at his beloved Cracker today. If he knew the chain harbored hostility toward LGBTQ+ people, and that his grandson was gay,…
Cracker Barrel just won its own backlash
When Cracker Barrel’s ho-hum logo redesign unexpectedly became a target of online conservative ire last week, that probably felt like trouble for the brand. But to the contrary, it became an opportunity. After drawing a shocking amount of attention—even President Trump weighed in—the new design has been withdrawn. And Cracker Barrel, a brand that hadn’t generated much excitement in years, could emerge as the biggest winner of its own backlash. T…
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