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.

The new logo jettisons an illustration of a mostly silhouetted man in overalls leaning on the eponymous barrel.

The saga over Cracker Barrel’s logo change rumbles on, with the MAGA movement now creating its own predictable answer to the problem. The company sent conservatives into a tailspin after it announced it was simplifying its long-held logo by dropping an image of an old-timer leaning against a wooden barrel.