Cracker Barrel is saying goodbye to its iconic logo and has introduced an "enhanced brand look and feel." Why some are not happy about it.

Cracker Barrel short sellers have had a tough year, and before Thursday lost an estimated $280 million in 2025, according to an analysis from S3 Partners. Short sellers make money when a stock price falls, but coming into Thursday, Cracker Barrel was up 12% in 2025 and 40% higher over the last 52 weeks.

If it ain’t broke, break it. That seems to be the Cracker Barrel motto. The restaurant announced a new creative campaign Aug. 18, including a new logo, debuting “a refreshed look and feel” that “positions the iconic American brand for the future.