The restaurant chain wants to revive sales with a new look and food offerings, but many are upset that nostalgia isn't on the menu

Following the logo reveal and backlash, Cracker Barrel stock dropped 7.2% on August 21, 2025. This amounted to a $94 million loss in market value before partially rebounding later that day. Analysts cautioned that both the controversy and the high $700 million rebrand cost contributed to investor uncertainty, not just political outrage.

Cracker Barrel’s stock plummeted $94 million on Thursday after the country staple restaurant announced an unexpected rebrand of their logo.  The 55-year-old company shed its share value by