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Posted on 08/21/2025 1:59:32 PM PDT by MinorityRepublican
The fallout from Cracker Barrel's logo change and restaurant makeover isn't over. Shares of the food chain plunged Thursday as customer backlash and investor unease drove the chain’s worst losing streak in months.
Shares of Cracker Barrel (CBRL) 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.
Since May, Cracker Barrel, beloved for its Southern comfort food, front-porch rocking chairs and gift shop filled with knickknacks and old-fashioned sweets, has embarked on a $700 million transformation across its 660-plus restaurants.
The sweeping makeover includes "decluttered" dining rooms, a revamped menu and other changes aimed at updating a brand long rooted in nostalgia.
On Tuesday, the brand unveiled its new logo, which drops an illustration of a man resting his arm on top of a wooden barrel, a folksy image that has embodied the brand's southern hospitality for the last 56 years.
Cracker Barrel described the new logo as squarely anchored on the brand's "signature gold and brown tones" while incorporating "the iconic barrel shape and word mark that started it all," the company said in a statement.
The statement added that "farm fresh scrambled eggs and buttermilk biscuits" served as inspiration behind the "hues of a refreshed color palette."
Critics say the rebrand is a risky move for a company already struggling with thin margins.
(Excerpt) Read more at foxbusiness.com ...
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The internal makeover menu and price increases are headscratching. Go woke, go broke.
I stopped going a few years ago when their previously reasonable prices shot through the ceiling, the portions became paltry and the quality fell. Service is piss poor now, too.
Or is the guy leaning on the barrel a Cracker?
Could be worse—they could use a drag queen as a spokesperson—put her/It on the Logo.
Don’t give them any ideas.
The CEO is a white female. Add to that college educated and liberal and we have what’s wrong with much of America. We used to love eating there due to the food and atmosphere.
We haven’t eaten there since the scamdemic closed their doors for a while and some woke thing happened during the reopening which I think was displaying the rainbow flag.
It was a great place but we will not eat in a place that caters to the mentally ill trying to run this country.
More of that "overwhelmingly positive" response, I guess.
I guess I am an outlier. I like the new logo for the sign better. I also like the remodel. The old ones are filthy from the floors to the ceiling. I don’t get any sense of “woke” behind this.
In short:
New sign is better to me.
New design of restaurant is better also.
I wonder if this is about people just hating any change ever.
Maybe Elon Musk can buy it then...
American Eagle up 30%. ——Barrel down 30%. Target down 30% ....
See a trend?
The new leadership had already messed it up before this. They concluded the reason customers were leaving was not because of these changes, but because even more changes needed to be made that had not yet been made. So here we are...
Live and learn...or not.
I haven’t been back to cracker barrel since they took pork chops off the breakfast menu during the covid panic.
No pork chops = no money from Augie.
I don’t care a bit what happens them now.
Civil War Hardtack Overview
Hardtack was a crucial food supply for soldiers during the American Civil War. It was a type of dense cracker made primarily from flour and water, designed to last for long periods without spoiling.
Shipping and Storage
Barrel Shipping: Hardtack was commonly shipped in barrels from Union and Confederate storehouses. This method of storage helped protect it from moisture and pests.
Longevity: Properly stored hardtack could last for years. Some hardtack consumed during the Civil War had been made as far back as the Mexican-American War (1846-1848
Liberal women. The destroyers of companies and cultures.
“Bankrupt in two years, tops.
yep ... not just a logo change, but a total concept makeover “to attract new customers”, which of course will also drive away existing loyal customers while simultaneously failing to attract new ones ...
seems like pretty much the same strategy that all failing retail outfits try, and it always fails ...
JC Penny is a perfect example of this: they ditched their coupons and then repeatedly switched the types and styles of clothing they carried, thus repeatedly whiplashing customer expectations and experiences ...
i still think of what happened to Motown, which for decades churned out incredible hits from Detroit, but decided to uproot themselves from Detroit and move to California to try to jump on the trendy hipster/rock bandwagon, thus spelling the end of Motown ...
“Those prices are ridiculous.”
They are high when compared to what they used to be. But in every restaurant we typically go to the prices have risen proportionately the same.
Interesting, Thanks
Sears
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