US EditionCracker Barrel CEO Says New Logo and Rebrand Are 'for Today and for Tomorrow,' but Backlash Suggests Otherwise
Cracker Barrel's new logo and interior redesign removed iconic elements, triggering customer and investor backlash that wiped out $94 million in market value, critics say it erases brand heritage.
- On August 19, Cracker Barrel announced a major rebrand including a new logo, menu changes, and restaurant renovations across its Middle Tennessee locations.
- The company aimed to modernize the brand and attract younger customers, despite backlash as the rebrand removed decades-old imagery like the seated elderly figure.
- Critics including Rep. Byron Donalds, Donald Trump Jr., and rival chain Steak 'n Shake condemned the rebrand as erasing Cracker Barrel’s heritage and deleting the chain’s personality.
- After the rollout, Cracker Barrel’s stock dropped 7.2% to $54.80, causing the company to lose approximately $94 million in market value before the shares rebounded somewhat.
- The backlash indicates controversy about balancing modernization with tradition and suggests potential challenges ahead for Cracker Barrel’s brand identity and customer loyalty.
32 Articles
32 Articles
Cracker Barrel Responds After Receiving Massive Backlash Over Logo Change
After receiving massive backlash over their logo change, Cracker Barrel apparently doesn’t care. Cracker Barrel has made it clear it will not be moved by the public’s pressure to change its logo. Instead, it defended its decision by sharing that the restaurant is heading in the right direction. In response to the public backlash, a Cracker Barrel spokesperson has shared that the restaurant’s core values have not changed, and a logo change does n…
Cracker Barrel customers miss the man in the old logo. Who was he?
The new Cracker Barrel logo has sparked backlash from nostalgic fans, provided fodder for the culture wars and coincided with a steep drop in the company’s stock price — all because the folksy guy leaning on the barrel is gone. 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 i…
Cracker Barrel co-founder fears new logo, interior changes could hurt company
LEBANON, Tenn. (WKRN) — Cracker Barrel's decision to update its menu, redesign its restaurant interior and change its logo has caused outrage across the country. In particular, company co-founder Jack Lowery fears the changes could disrupt its future. 📧 Have breaking news come to you: Subscribe to News 2 email alerts → "The Cracker Barrel is a brand. It's a unique experience that you go to because you want something different," Cracker Barrel …
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