CEO Julie Felss Masino defends Cracker Barrel's controversial rebranding efforts amid widespread social media criticism calling the changes generic

Shares of Cracker Barrel Old Country Store plummeted roughly 10% on Thursday after the restaurant unveiled its new logo earlier this week as part of a larger brand refresh.

Customer backlash drove Cracker Barrel's worst five-day stock decline since February following a logo redesign and sweeping restaurant changes.

Following the logo reveal and backlash, Cracker Barrel stock dropped 7.2% on August 21, 2025. This amounted to a $94 million loss in market value before partially rebounding later that day. Analysts cautioned that both the controversy and the high $700 million rebrand cost contributed to investor uncertainty, not just political outrage.

At the heart of the changes was the removal of a man leaning against a barrel and the phrase "old country store" from the restaurant's logo, CNBC's Ali McCadden reports. Right-wing social media voices railed against the update, with one prominent conservative activist saying that the company would "learn that wokeness really doesn't pay."

According to NBC News, a spokeswoman from Notre Dame said that the creation of the new logo started in 2024.

Cracker Barrel hosted a pop-up event in Manhattan that included line dancing and live country music as it faces criticism for its new simplified logo design.