Cracker Barrel’s New Logo Has the Internet in a Tizzy—and the Stock Is Taking a Hit

Some people expressed their unhappiness with Cracker Barrel’s new logo in social media posts.

Restaurant chain Cracker Barrel, known for its cozy décor and Southern-style breakfasts, is facing a backlash against the minimalist redesign of its logo.

While it began remodeling its 600 stores last year with brighter lighting and a “modern farmhouse” vibe, the logo change this week appears to have taken both customers and investors aback.

The company’s stock fell nearly 15% Thursday in intraday trading before closing down 7% at $54.80. Shares are still up 34% over the past 52 weeks, however, and its last earnings report was solid, coming in nearly three times what analysts expected at 58 cents a share on revenue of $821 million.

Cracker Barrel says the new logo “is now rooted even more closely to the iconic barrel shape,” but there is no longer an actual barrel in the logo, as there was for decades.

But some conservatives have accused Cracker Barrel of making the new logo part of a “DEI regime,” referring to diversity, equity, and inclusion efforts. President Donald Trump’s son Donald Trump Jr. joined in the criticism Wednesday, writing on X, “WTF is wrong with @CrackerBarrel??!” while reposting those views.

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The DEI complaints have spurred a rash of social media comments, with nearly 500,000 posts on X under the category “Cracker Barrel Redesign Faces Fiery Customer Backlash.” It was also the top trending term on Google Thursday.

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There have been grumbles about the redesign as well. “Cracker Barrel Old Country Store is losing its charm with this remodel,” one poster on Reddit wrote this week.

“I want to sit in a setting that’s welcoming and nostalgic,” wrote another in reference to the stores’ redesign.

Cracker Barrel says the more modern look is aimed at growing its business. “Our goal is to take what people love about Cracker Barrel and open the aperture a little bit so that more people love Cracker Barrel,” company CEO Julie Felss Masino said last summer, when it began its nationwide redesign.

Write to Anita Hamilton at anita.hamilton@barrons.com