"Cracker Barrel Old Country Store ( NASDAQ:CBRL ), the Southern-themed restaurant chain beloved for its nostalgic charm, has found itself at the center of a firestorm after unveiling a rebranding campaign that includes a new logo and remodeled interiors. The iconic logo, featuring "Uncle Herschel" leaning on a barrel, was replaced with a minimalist text-only design, while restaurant interiors swapped rustic Americana for brighter, modern aesthetics."
"The backlash was swift and fierce, with loyal customers, conservative commentators, and even rival chain Steak 'n Shake lambasting the changes as "woke" and soulless. Social media erupted, with Donald Trump Jr. questioning "WTF is wrong with Cracker Barrel?" and Steak 'n Shake calling for CEO Julie Felss Masino's ousting on X. Initially, Cracker Barrel dismissed critics as a "vocal minority," but after significant pushback, the company issued a statement acknowledging the passion of its fans"
Cracker Barrel Old Country Store unveiled a rebranding that replaced its iconic Uncle Herschel logo with a minimalist text-only design and modernized brighter interiors. Loyal customers, conservative commentators, and rival chains described the changes as 'woke' and soulless. Social media criticism included Donald Trump Jr.'s "WTF is wrong with Cracker Barrel?" and Steak 'n Shake demanded CEO Julie Felss Masino's ouster on X. The company initially dismissed critics as a "vocal minority" but later acknowledged fans' passion while standing by the modernization plan and stating Uncle Herschel remains on menus and signage. CBRL stock fell 7.15%, closing at $54.80 and losing about $94 million in market value.
Read at 24/7 Wall St.
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