Cracker Barrel’s revamp, unveiled Tuesday, has gone down like a lead balloon. Removing the image from its logo in favor of simply the restaurant name, and changing the appearance of its country stores has enraged fans far and wide. It’s reminiscent of the months following the George Floyd riots where it was hard to keep up with all the changes companies were making to appease the cancel culture/BLM crowd. Aunt Jemima, gone. Uncle Ben, wiped off the box. How these moves made progress toward “racial equality” still remains a mystery, but the decisions to rebrand were done in response to demands from the woke mob. Cracker Barrel, however, was most assuredly not staring down a pressure campaign from old-timers. It was apparently a step toward modernization no one wanted.
In its statement, the company claims the rebrand positions Cracker Barrel “for the future,” but as shown by the reactions to the updates, it’s not the future customers want. It’s the sense of nostalgia and tradition that made going to Cracker Barrel special, and now that's gone.
Cracker Barrel completely changed their iconic logo for the first time in 47 years...
— Benny Johnson (@bennyjohnson) August 20, 2025
and it's absolutely horrible.
When will they learn? pic.twitter.com/ZhfVeR5CyO
Cracker Barrel CEO Julie Masino should face charges for this crime against humanity pic.twitter.com/auBFPi4bpr
— End Wokeness (@EndWokeness) August 21, 2025
GO WOKE, GO BROKE: Cracker Barrel CEO Julie Felss Masino's decision to 'decolonize' the company starting by removing the old-fashioned country gentleman meant to evoke nostalgia and Americana from the logo is hammering the stock wiping out $250 million in value. Since Felss… pic.twitter.com/CX7YHFCwAS
— @amuse (@amuse) August 21, 2025
In college, I worked at @CrackerBarrel in Tallahassee. I even gave my life to Christ in their parking lot.
— Byron Donalds (@ByronDonalds) August 21, 2025
Their logo was iconic and their unique restaurants were a fixture of American culture.
No one asked for this woke rebrand. It’s time to Make Cracker Barrel Great Again 🇺🇸 pic.twitter.com/rqsPgPxwxY
Good morning @CrackerBarrel! You’re about to learn that wokeness really doesn’t pay. 🔥🔥 pic.twitter.com/fgjqowPjSD
— Robby Starbuck (@robbystarbuck) August 21, 2025
As a brand designer that worked at @CrackerBarrel for almost 9 years, watching them commit brand suicide is... something pic.twitter.com/b99pCymvyN
— 𝐄𝐫𝐢𝐤 𝐑𝐮𝐬𝐬𝐞𝐥𝐥 (@rikoruss31) August 20, 2025
Sometimes, people want to change things just to put their own personality on things. At CB, their goal is to just delete the personality altogether. Hence, the elimination of the "old-timer" from the signage. Heritage is what got Cracker Barrel this far, and now the CEO wants to… pic.twitter.com/Aoml8ZOfuT
— Steak 'n Shake (@SteaknShake) August 21, 2025
We think the Cracker Barrel rebrand sucks too pic.twitter.com/XSzZcVQVd0
— Democrats (@TheDemocrats) August 21, 2025
In a statement to Fox News, Cracker Barrel insisted its "values haven't changed" and that "Uncle Herschel remains front and center in our restaurants and on our menu. He is the face of ‘The Herschel Way,’ the foundation of how our 70,000-plus employees provide the country hospitality for which we are known.
"Cracker Barrel has been a destination for comfort and community for more than half a century, and this fifth evolution of the brand’s logo, which works across digital platforms as well as billboards and roadside signs, is a call-back to the original and rooted even more in the iconic barrel shape and word mark that started it all back in 1969," the statement added.
Despite CEO Julie Masino claiming she's hearing so much positive feedback, the numbers don't lie.
Shares of Cracker Barrel tumbled more than 12% on Thursday, the steepest drop since April.
The stock, down 16.47%, is on pace for its worst five-day stretch since Feb. 14, when it dropped 17.7%. Cracker Barrel’s stock fell to $52, down more than $6, or about 11%, marking its lowest level since mid-June. Shares gained slightly to $53.48 by the afternoon. (New York Post)
NEW: Cracker Barrel reveals new logo, CEO Julie Felss Masino says people love their new rebrand.
— Collin Rugg (@CollinRugg) August 20, 2025
"Honestly, the feedback's been overwhelmingly positive that people like what we're doing," Masino told GMA while discussing the overall rebrand.
This logo is depressing. pic.twitter.com/EZVpWLv4Bg
