On Tuesday (Aug. 19), Cracker Barrel unveiled a new logo, much to the chagrin of the internet.
Since its release, left and right-wing politicians, marketers, and consumers alike have criticized the switch, with some declaring it’s too “woke” and steers away from “American tradition.” Others have knocked the simplicity of the design.
“WTF is wrong with @CrackerBarrel??!,” Donald Trump Jr., the president’s eldest son, posted to X. The official X account for the Democratic Party echoed the statement, posting, “We think the Cracker Barrel rebrand sucks too.”
Following the backlash, the brand’s shares fell 7.2% on Thursday morning (Aug. 21), erasing $100 million in market value. Its shares rose slightly on Friday (Aug. 22) in pre-market trading.
However, Cracker Barrel is doubling down on its new look.
In a statement shared with ADWEEK, Sarah Moore, the brand’s chief marketing officer (CMO), said its “values haven’t changed, and the heart and soul of Cracker Barrel haven’t changed.”
“Cracker Barrel has been a destination for comfort and community for more than half a century, and this fifth evolution of the brand’s logo, which works across digital platforms as well as billboards and roadside signs, is a call-back to the original and rooted even more in the iconic barrel shape and word mark that started it all back in 1969,” she said.
Cracker Barrel‘All the More‘
Cracker Barrel released the updated visual identity as part of its new “All the More” campaign, which also includes a 15-second spot starring country singer Jordan Davis, new menu items, and an interior design revamp of its restaurants.
The logo removed its longstanding old man and the barrel motif, replacing the image with a simple wordmark in the brand’s signature gold and brown.