Cracker Barrel shares plummet after pushback on new logo, branding
Cracker Barrel Old Country Store’s logo is seen in a sign for 80.
Paul Weaver | Stick images | Getty Images
Shares Cracker Barrel Old Country Store After introducing the new logo of the restaurant as part of a larger brand renewal at the beginning of this week, it fell about 10% on Thursday.
The new logo lifts the image of a man leaning on a significant bar in the original way, and only leaves his cracker barrel against a yellow background. The phrase “Old Country Store” was also removed.
The company said that the colors in the logo are inspired by the whipped eggs and biscuits of the chain.
The change is part of a “strategic transformation” to revive the brand that began in May 2024. Within the scope of this task, Cracker Barrel’s brand renewal includes updates for visual items, restaurant areas and food and retail offers.
Cracker Barrel’s old and new logo.
Courtesy: Cracker Barrel
Cracker barrel in question The renovation in March will still maintain the brand’s “rich country hospitality” and “authentic charm that makes the brand a beloved place for generations”.
“We believe in the good of the hospitality of the country, a soul that always defines us. Our story has not changed. Our values have not changed.” He said.
However, many social media users have criticized the new logo, especially those in the conservative circles. Donald Trump Jr. post On Wednesday, he argues that the logo change is more general by CEO Julie Felss Masino that the brand erases the American tradition and makes it more general as a way to lean on diversity, equality and involvement efforts.
Conservative activist Robby Starbuck, adding his comment on Thursday Send it to x“Good morning @crackerbarrel!
The company has a relatively small market value of approximately $ 1.2 billion compared to other restaurant chains.
Customers complained about the internal redesign of many crackers barrel restaurants on social media, and said that the new decor has been tried and supports a more sterile and modern style on the sense of real country.
Masino said that Cracker Barrel completed 20 renovations and 20 renovations in the last call for the rest of the restaurant. He said the company would share more information about the renovation initiative in September.
“Employees had given us great feedback on newly renewed and renewed stores, and guests continue to tell us that they are lighter, brighter, more hospitable and enjoyed them.” He said.
Cracker Barrel is not the only stock that sees large oscillations based on political social media publications.
At the beginning of this month, shares American Eagle Trump rose after reporting that an advertisement containing Sydney Sweeney, who faced a significant social media return from the left, was “the hottest ‘advertisement.
He returned in 2023, Anheuser-Busch Inbev heavy criticism Dylan Mulvaney, who is a transgender of conservatives after the cooperation between Bud Light and social impressive Dylan Mulvaney.
