Cracker Barrel Logo Change Sparks Outrage, Stock Sell-Off 

Our values haven’t changed, and the heart and soul of Cracker Barrel haven’t changed.

Cracker Barrel about updating the American restaurant chain’s decades-old logo. 

Why It Matters: Cracker Barrel announced its logo change on Tuesday, and by the close of the stock market on Thursday, the drop in shares had wiped away nearly $100 million in market value. This decision came as part of a larger plan to refresh the restaurant chain with a more “modern” look. 

Why a “cracker barrel”? “When our founder, Dan Evins, opened the first Cracker Barrel, he was passionate about recreating old country stores from his childhood along interstates and highways so that travelers would always have a place to stop, relax, get a good country meal and feel at home. 

Crackers used to be delivered to those old country stores in barrels, and people would congregate around them to discuss the news of the day – they were the original water coolers! Since the restaurant was meant to help people reconnect with friends and family over a good meal, it was a fitting name.” 

Something To Consider: The company says its logo has changed five times since its founding in 1969, but the farmer character known as “Uncle Herschel” will remain, including his appearance on Cracker Barrel’s menus. 

Learn More:

• Link to stock 
• MoneyWatch 
• Cracker Barrel loses almost $100 million in value (CBS News) 
• Cracker Barrel unveils a new logo as part of wider rebrand efforts, sparking ire among some online (Yahoo! Finance) 

Image Credit: Cracker Barrel