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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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Bankrupt in two years, tops.
Maybe this is the plan.
Rid America of it’s conservative places.
You would think they would learn ,LOL
This is surprising. I know people are saying Cracker Barrell is going Woke with its makeover. But the new sign really doesn’t seem Woke to me. It just seems like an update. The old sign was a little dated. I think the reason the stock is plunging is a reduction in quality over the past couple years. I really noticed that their menu went to Hell for at least the past year.
a restaurant whose appeal is nostalgia
hey lets modernize it
got to be a harvard mba
Seems like the CEO is “woke”.
Good...
No doubt worked for McKinsey & Company.
CB is expensive!! 1 coffee, 1 coke, 1 piece of cake. 20.00
Everybody wanted Cracker Barrel to be more woke.
The food is prepackaged now..and flavor has gone down hill.
They redesigned the stores also. Getting rid of most of the photos and stuff on the walls, and making it sterile and uninviting.
I saw a comment that in changing the logo they are getting rid of both the barrel and the cracker.
It worked great for Bud Light.
She’s just an idiot, all over.
Not just woke, but stupid and woke.
Cracker Lite
Setting the stage to go full golden corral with customer cajolation. What genius expects this to work out?
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