TLDR
- Cracker Barrel stock price surged 7% in premarket trading after reversing controversial logo redesign
- Company abandoned new minimalist logo just eight days after unveiling it on August 19
- President Trump intervention on Truth Social pressured company to return to original Uncle Herschel logo
- CBRL stock fell 14% last week when rebrand was announced, recovering after quick reversal
- Restaurant chain chose customer feedback over marketing strategy in rare corporate about-face
Cracker Barrel stock price jumped sharply Wednesday morning after the restaurant chain reversed its controversial logo redesign. CBRL shares gained 7% in premarket trading following the company’s announcement.
The Middle Tennessee-based company scrapped its new minimalist logo design just eight days after unveiling it. Cracker Barrel stock had tumbled more than 14% last week when the rebrand was first announced.
“We thank our guests for sharing your voices and love for Cracker Barrel,” the company stated. “We said we would listen, and we have. Our new logo is going away and our ‘old timer’ will remain.”
We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our “Old Timer” will remain.
At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm… pic.twitter.com/C32QMLOeq0
— Cracker Barrel (@CrackerBarrel) August 26, 2025
Trump Weighs In on CBRL Stock Controversy
President Trump entered the Cracker Barrel stock debate Tuesday morning with a Truth Social post. The president called on the company to “go back to the old logo” and “admit a mistake based on customer response.”
“They got a billion dollars worth of free publicity if they play their cards right,” Trump wrote. “Make Cracker Barrel a WINNER again.”
CBRL stock price closed more than 6% higher Tuesday after Trump’s intervention. The presidential attention came after customer backlash reached fever pitch on social media.
The original controversy began August 19 when Cracker Barrel unveiled its fifth logo evolution. The new design removed Uncle Herschel, the familiar figure seated next to a wooden barrel.
Customer reaction was immediate and harsh. Social media users called the change “brand suicide” and threatened boycotts.
CBRL Stock Price Recovery Timeline
Cracker Barrel stock price took a beating during the logo controversy. On August 20, shares closed at $59.02. By midday August 21, the stock had plummeted to $50.76.
The company’s 70,000 employees watched as CBRL stock price volatility dominated headlines. CEO Julie Felss Masino had defended the rebrand on August 25, calling it designed for “today and tomorrow.”
That timeline proved overly optimistic as customer pressure mounted. By Monday evening, Cracker Barrel was already signaling a potential reversal on Instagram.
Restaurant Chain Admits Marketing Mistake
The Lebanon, Tennessee-based company admitted it “could’ve done a better job” communicating the changes. Cracker Barrel assured customers Uncle Herschel would remain on menus and road signs.
The rebrand was part of a broader “All the More” campaign including restaurant remodels. Despite the logo backlash, the company maintained guests were “overwhelmingly positive” about physical changes.
Cracker Barrel stock has gained nearly 40% over the past year despite recent turbulence. The quick logo reversal represents a rare victory for customer feedback over corporate marketing strategies.
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