Cracker Barrel’s market value plummeted after the “Old Country Store” sterilized its logo, scrapping its nostalgic man and barrel for a yellow, vaguely barrel-shaped backdrop.
The marketing maneuver was unpopular online as users tore into Cracker Barrel corporate for the new logo. The fast food burger chain Steak ‘n Shake piled on to Cracker Barrel, as well.
“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 just scrape it all away,” Steak ‘N Shake’s X account posted.
“At Steak n Shake, we take pride in our history, our families, and American values. All are welcome. We will never market ourselves away from our past in a cheap effort to gain the approval of trend seekers,” it added.
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
Cracker Barrel lost roughly $200 million in market value on Thursday following the announcement of the new logo, according to CBS News. The stock hit came a day after CEO Julie Felss Masino appeared on “Good Morning America” to defend changes she has spearheaded at the southern comfort store and restaurant.
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“Honestly, the feedback has been overwhelmingly positive that people like what we’re doing,” Masino told host Michael Strahan. “I actually happened to be in Orlando last week with all of our managers – we bring them together once every other year – and the number one question that I got asked, Michael, was, ‘How can I get a remodel? When can I get a remodel? When can I get on the list?’”
“The feedback and the buzz is so good, not only from our customers, but from our team members,” she continued.
NEW: Cracker Barrel reveals new logo, CEO Julie Felss Masino says people love their new rebrand.
“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
— Collin Rugg (@CollinRugg) August 20, 2025
Amid the fallout, the company said that the old man, known as “Uncle Herschel,” would remain “front and center in our restaurants and on our menu,” according to CBS News.
“Our values haven’t changed, and the heart and soul of Cracker Barrel haven’t changed,” Cracker Barrel added.
