Cracker Barrel faces mixed reactions to new logo

Cracker Barrel unveiled a simplified new logo on August 19 alongside its fall menu campaign, “All the More.” 

The redesign retains the brand’s gold-and-brown palette but removes the iconic man seated next to a wooden barrel, streamlining the look for digital and billboard use.

The 55-year-old company said the refresh reflects its “fifth evolution” while preserving its nostalgic charm, stating, “values haven’t changed, and the heart and soul of Cracker Barrel haven’t changed.” 

CEO Julie Fess Masino highlighted the importance of keeping the brand appealing to today’s customers.

Some longtime fans criticized the new logo on social media, calling it “cold and sterile,” while others praised the update.

Despite the mixed reactions, Cracker Barrel lost nearly $100 million in market value on Thursday following the logo launch.

Shares fell 7.2%, to $54.80, hitting a low of $50.27 and erasing almost $200 million in market capitalization.

Shares fell $4.22, or 7.2%, to $54.80, hitting a low of $50.27, erasing almost $200 million in capitalization.