Cracker Barrel Scraps New Logo After Losing $100 Million: 3 Things To Know About Controversy

Every so often, a company will make a decision that absolutely tanks its stock. Cracker Barrel has managed to lose around $100 million due to its catastrophically received logo design.

Why it matters: Since their logo change and rebrand, there has been a huge backlash.

• The US public outcry heralded it as a disaster, with the general consensus being that it was a huge downgrade. A new menu, a new logo, and an identity change were all deemed a step in the wrong direction for Cracker Barrel.

As a result, the Cracker Barrel stock plummeted around 10% equating to around 140 million dollars. Now, they have made a huge rectification to their rebrand, promising people that nothing will change. Here’s how it went down.

1. Big Cracker Barrel Announcement

The big announcement: An excited CEO of Cracker Barrel took to social media to announce their plans to refresh the logo and brand of the well-loved store. The results were catastrophic, with pretty much everyone agreeing that the rebrand was disgusting.

What they revealed was something too commonly seen in companies these days. The identity was stripped away, resulting in a bland, featureless restaurant, devoid of identity or personality. One particular change of note was the removal of the ‘Old Timer’ on the logo.

Cracker Barrel went from corporate backpatting to white faced terror as the raging public spat and clawed.

2. We’re Sorry

Cracker Barrel apologizes: In a scene that could have been right out of Season 14 of South Park. The execs drafted a quick apology and threw it out into the world, hoping it would mollify the baying crowds. It basically said, “Like it or lump it.“

In the public statement, they told their fading fans that they would keep a lot of what people loved about Cracker Barrel. It wasn’t about to become a Coyote Ugly bar. It would still have the homely menu items and some of its familiar branding.

But, ultimately, they were going to stick with their changes, and that was that.

Thoughts on Cracker Barrel’s latest statement? pic.twitter.com/smB6qZB2jo

— Rare (@Rare) August 25, 2025

3. Now Daddy’s Angry

Why Cracker Barrel backpedaled: But that wasn’t good enough. In fact, it was so unacceptable that even POTUS himself stepped in to have a word.

• “Cracker Barrel should go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before,” Trump posted to social media.

But, it wasn’t just a telling off from the current leader of the US that scared the wits out of Cracker Barrel. Their stock took a cataclysmic tumble, shedding around 10%, equal to around $140 million.

So, scolded and ashamed, they have gone back on their plans for a logo design. Since then, Cracker Barrel has made back most of its lost stock and regained its old logo and identity. Hopefully, this will be a lesson to other businesses out there.

Between the lines: The public doesn’t like the ensh–tification of brands. We like things to be pretty, nostalgic, decorative, and artistic.