By Ali McCadden
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.
The new logo removes the image of a man leaning against a barrel that was prominently featured in the original, leaving behind just the words “Cracker Barrel” against a yellow background. The phrase “old country store” has also been removed.
The company said the colors in the logo were inspired by the chain’s scrambled eggs and biscuits.
The change is part of a “strategic transformation” to revitalize the brand that started back in May 2024. Under that mission, Cracker Barrel’s brand refresh includes updates to visual elements, restaurant spaces and food and retail offerings.
Cracker Barrel said in March that the refresh will still maintain the brand’s “rich history of country hospitality” and “authentic charm that has made the brand a beloved destination for generations of families.”
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