Cracker Barrel Old Country Store (NASDAQ:CBRL) shares fell as markets reacted negatively to the unveiling of a new logo as part of a broader rebranding initiative that removes one of its most recognizable brand elements.
The restaurant chain replaced its long-standing emblem, an illustration of a white man in jean overalls resting his arm on a barrel, which had been part of the logo since 1977, with a minimalist, text-only design.
The company described the change as a modernization effort, rooted in its original 1969 text-based logo, but without the iconic imagery that had come to symbolize the brand’s Southern charm and traditional Americana vibe.
But the removal of the figure from the logo has provoked intense criticism, particularly from conservative customers and commentators who accuse the company of abandoning its heritage.
The president’s son Donald Trump Jr shared a post on X which accused Cracker Barrel’s CEO Julie Felss Masino of replacing “a beloved American aesthetic” with “sterile, soulless branding.”
WTF is wrong with @CrackerBarrel??! https://t.co/LkYB5N34Qi
— Donald Trump Jr. (@DonaldJTrumpJr) August 20, 2025
The rebranding is part of a $700 million initiative launched under Masino, who took over in 2023. The plan includes refreshed interiors, brighter lighting, softer colors, and less cluttered décor, with the goal of appealing to younger diners.
“We need to feel like the Cracker Barrel for today and for tomorrow,” Masino said in defense of the changes, adding that the company intends to modernize while maintaining its “rich history of country hospitality.”
Shares of Cracker Barrel were down 8.7% at $54 on Thursday afternoon.