Cracker Barrel Issues Damage Control Statement After Logo Backlash, Stock Plunge [WATCH]

Cracker Barrel released a public statement on Monday as the company faced sustained backlash over a recent rebranding and a sharp market selloff that followed.

The message, titled “A Promise to Our Guests,” was posted on the company’s Facebook page and sought to reassure customers that the chain’s long-standing in-store experience and design elements will remain in place even as its logo changes.

The announcement came after the restaurant chain unveiled a modernized logo that removed familiar features, including the barrel graphic and the “Old Country Store” tag line.

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The rollout drew immediate criticism from customers online and from public figures.

Fans, including President Donald Trump, described the change as a “woke” erasure of heritage, and the company’s market value fell, with a reported $94 million drop in one day of trading following the controversy.

Cracker Barrel used Monday’s statement to address the response and emphasize continuity in store experience.

“We’re truly grateful for your heartfelt voices. You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be,” Cracker Barrel wrote.

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The company added that core, recognizable features would remain part of its locations nationwide: “The things people love most about our stores aren’t going anywhere: rocking chairs on the porch, a warm fire in the hearth, peg games on the table, unique treasures in our gift shop, and vintage Americana with antiques pulled straight from our warehouse in Lebanon, Tennessee.”

The statement also outlined how the company plans to handle feedback during and after the rebrand.

“We know we won’t always get everything right the first time, but we’ll keep testing, learning, and listening to our guests and employees,” the statement said.

“At the end of the day, our promise is simple: you’ll always find comfort, community, and country hospitality here at Cracker Barrel.”

Company officials have stressed that the branding shift does not alter operational or in-store traditions.

Alongside Monday’s message, executives reiterated that long-time elements such as the signature porch rocking chairs, tabletop peg games, and vintage décor would remain standard across restaurants.

They also said the “old timer” figure of founder Uncle Herschel will continue to appear on menus and in stores.

The social media statement followed a weekend of online reaction and petitions calling for the company to restore the prior logo and tag line.

Posts across major platforms continued through Monday, with users sharing images of past signage and storefronts while urging the company to reverse course.

Cracker Barrel’s message acknowledged the volume of feedback and framed the rebrand as a process that could adapt based on customer input.

Investors reacted to the public scrutiny around the reveal and to broader questions about the impact of the branding changes.

The company’s stock continued to decline Monday, extending losses after last week’s controversy and reflecting concerns aired by analysts and retail shareholders on message boards and social channels.

Cracker Barrel did not announce changes to its previously outlined branding timeline in Monday’s post, and the company did not provide additional financial guidance.

The modernized logo and updated visual identity are part of a broader refresh that has included new store exteriors in select markets and incremental changes to packaging and signage.

Monday’s message did not indicate whether the company would alter those plans, but it emphasized that the brand would continue to solicit and respond to customer input as the rollout proceeds.

Public criticism has focused largely on the removal of legacy imagery and phrases associated with the company’s earlier marketing.

Supporters of the redesign have argued that updated branding can help attract new customers and align with contemporary design standards, while critics say longstanding marks and motifs are central to how patrons recognize the chain.

The company’s Facebook post positioned the statement as a response to those concerns and as a commitment to preserving the in-store experience that customers expect.

The reaction from public figures added to the visibility of the dispute.

President Donald Trump and other commentators amplified posts criticizing the change, and the discussion circulated widely on major social media platforms.

The company’s statement did not reference any specific public figure by name, but it presented the Monday message as part of an effort to address the broader conversation.

Cracker Barrel’s next steps will involve continuing the rebrand while monitoring customer response on social media and in stores.

The company said it will maintain traditional in-store elements and evaluate how the updated logo and marketing materials are received.

🚨BREAKING: Cracker Barrel REPLACED the phrases on the back of their famous PEG game citing “Offensive language.”

Cracker Barrel is now officially the new Bud Light. pic.twitter.com/PTQAi6hHy8

— The Patriot Oasis™ (@ThePatriotOasis) August 26, 2025

Monday’s message concluded with the company’s commitment to its established positioning and service model, noting its intention to keep “comfort, community, and country hospitality” at the forefront of guest experience.