TLDR
- CBRL stock dropped from $59.02 to $50.76 after August 19 logo redesign announcement
- New logo removes iconic man-on-barrel image, replaced with simplified text design
- Board member Gilbert Davila criticized for DEI consulting background and Disney experience
- Conservative activist targets company’s progressive shift and LGBTQ participation
- Stock partially recovered to $54.40, still down from pre-announcement levels
Cracker Barrel’s stock experienced heavy selling pressure following widespread customer criticism of its new logo design. The restaurant chain’s shares fell nearly $10 in volatile trading after the company unveiled its controversial rebranding initiative.
CBRL stock closed at $59.02 on August 20 before plummeting to intraday lows of $50.76 the following day. The selloff represented one of the company’s worst single-day performances in recent months.
The “All the More” campaign launched August 19 introduced updated menu items and redesigned restaurant spaces. However, the new logo became the focal point of negative customer reaction across social media platforms.
Logo Design Sparks Conservative Backlash
The redesigned logo maintains Cracker Barrel’s traditional gold and brown color scheme while eliminating the iconic man-leaning-on-barrel imagery. The simplified design features the brand name in brown text within a golden frame.
Cracker Barrel completely changed their iconic logo for the first time in 47 years…
and it's absolutely horrible.
When will they learn? pic.twitter.com/ZhfVeR5CyO
— Benny Johnson (@bennyjohnson) August 20, 2025
Conservative customers criticized the change as abandoning the company’s traditional American values. Online complaints targeted both the logo modification and planned interior modernization efforts.
Restaurant locations will receive contemporary makeovers replacing the traditional kitschy American aesthetic. Management describes the changes as necessary to attract younger demographics while retaining existing customers.
The company has also participated in LGBTQ pride events and implemented diversity hiring policies. These initiatives have drawn additional criticism from some conservative customer segments.
Board Member Under Fire
Gilbert Davila, who joined Cracker Barrel’s board in July 2020, faces scrutiny over his diversity consulting background. Conservative activist Robby Starbuck questioned Davila’s qualifications and role in the company’s progressive direction.
Davila operates DMI Consulting, a multicultural marketing and diversity firm he has led since 2010. His previous experience includes seven years at Disney as vice president of global diversity and multicultural market development.
The board member also held marketing positions at Sears & Roebuck Company and Coca-Cola USA. His LinkedIn profile emphasizes expertise in embedding multicultural perspectives into corporate operations.
Starbuck’s video criticism linked Davila’s background to what he called the company’s “woke advertising push” and departure from middle-America values.
The stock closed recent trading at $54.40, down $0.40 or 0.73% from the previous session.
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