Cracker Barrel Old Country Store Inc. (NASDAQ: CBRL) shares plunged over 10% on Thursday, dropping $6.47 to $52.55, after the company unveiled a new logo that has sparked heated backlash online.
The redesign, which replaces the restaurant chain’s long-standing rustic emblem with a modernized version, has ignited criticism from customers and commentators who argue the move undermines the brand’s heritage.
Social media blasts Cracker Barrel CEO
Social media was quick to draw parallels to Bud Light controversy, when Anheuser-Busch faced boycotts and tumbling sales following a marketing decision that alienated part of its core customer base.
One user wrote, “New CEO of Cracker Barrel decides to scrap a nostalgic, beloved logo that reminds people of simpler times and replaces it with a soulless ‘improved’ logo.” Another added, “Ladies and gentlemen, I think we’ve found the next Bud Light…”
Political figures have also weighed in. Trump advisor Alex Bruesewitz criticized the move directly, saying:
“The CEO of Cracker Barrel is as woke as they come. She is destroying a once great American brand.”
The sell-off underscores how sensitive legacy brands have become to cultural and political debates, particularly when long-time customers perceive changes as an erosion of identity. While Cracker Barrel has yet to issue a public statement addressing the backlash, the sharp market reaction suggests investors fear a prolonged hit to consumer loyalty.
