Cracker Barrel Lost Almost $100 Million in One Day Because of Logo Change

Cracker Barrel had an awful day on Wall Street on Thursday (Aug. 21).

According to MSN, after revealing a new logo which is stripped of the man with the barrel, the company's value dropped nearly $100 million.

A simple new logo release takes the elderly man in the rocking chair — who had been there for 50 years — and puts him out to pasture, replacing him with just blank yellow space.

It spurred a loud reaction from Cracker Barrel fans who were already upset about the modernization of the chain's dining rooms over the past year, with many calling the restaurant "woke."

Country's own John Rich of Big & Rich is among them — he took to X to let everyone know he's against the new logo.

Rich asked his followers if they will still go to Cracker Barrel now that it's "going woke," comparing this moment to the Bud Light fallout that took place in 2023 after their parent company Anheuser-Busch became embroiled in a marketing controversy, stemming from a one-off partnership with transgender influencer Dylan Mulvaney.

Cracker Barrel argues that their update logo is a simple redesign, side-skirting any opinions of it being a "woke" concept, saying the old man represented "the old country store experience where folks would gather around and share stories."

Get our free mobile app

The company says: "Our values haven't changed, and the heart and soul of Cracker Barrel haven't changed."

Experts say that with any rebranding and logo change, a company's stock is expected to dip some, as investors are a little scared of change as far as their money is concerned.

How Much Is a Share of Cracker Barrel Stock Worth Today?

As of August 21, 2025 at 4PM, Cracker Barrel stock was at $54.80 per share.

Where Was the First Cracker Barrel Located?

The first Cracker Barrel was located in Lebanon, Tennessee, where their headquarters is still located to this day.