The logo for Cracker Barrel Old Country Store is seen on a panel along the Interstate 80.
Paul Weaver | Sopa images | Getty images
Actions of Cracker Barrel Old Country Store dropped around 10% on Thursday after the restaurant unveiled its new logo earlier this week as part of a wider brand refreshment.
The new logo deletes the image of a man leaning against a barrel that was in a good place in the original, just leaving the words Cracker Barrel on a yellow background. The expression “Old Country Store” has also been deleted.
The company said that the colors of the logo were inspired by eggs and scrambled cookies of the chain.
The change is part of a “strategic transformation” to revitalize the brand which started in May 2024. In this mission, the refreshment of the Cracker Barrel brand includes updates of visual elements, catering areas and food and retail offers.
The old and the new Cracker Barrel logo.
With kind permission: Cracker Barrel
Cracker Barrel said in March that the refreshment will always maintain the “rich history of the brand’s hospitality” and the “authentic charm that made the brand a beloved destination for family generations”.
“We believe in the goodness of the hospitality of countries, a spirit that has always defined us. Our story has not changed. Our values have not changed,” said Sarah Moore, director of marketing, in a press release.
However, many social media users have criticized the new logo, in particular those of conservative circles. The president of the president, Donald Trump Jr., amplified a position on Wednesday suggesting that the change of logo was led by the CEO Julie Felss Masino to erase the American tradition aspect of the brand and make it more general, as a means of looking at the efforts of diversity, equity and inclusion.
Conservative activist Robby Starbuck added his comment on Thursday, writing in an article on X, “Hello @crackerbarrel! You are about to learn that ignorance really does not pay.”
The company has a relatively small market capitalization of around 1.2 billion dollars compared to other restaurant chains.
Customers have also complained on the social networks of the interior overhaul of many Cracker Barrel restaurants, saying that the new decor promotes a more sterile and modern style on its feeling of proven country.
During the restaurant’s last call for results in June, Masino said that Cracker Barell had made 20 renovations and 20 refreshments. She said the company will share more information on the renovation initiative in September.
“The employees had given us excellent comments on work in these newly renovated and refreshed stores and the guests continue to tell us that they are lighter, brighter, more welcoming and that they appreciate them,” said Masino during the call.
Cracker Barrel is not the only stock to see large oscillations based on political publications on social networks.
Earlier this month, the actions of American eagle In climbing after Trump published that an announcement showing Sydney Sweeney, which was faced with a significant decline in social media on the left, was “the hottest announcement” over there “.
In 2023, Anheuser-Busch inbev Founded with strong criticisms from the conservatives after a collaboration between Bud Light and the social influencer Dylan Mulvaney, who is transgender.