Cracker Barrel forced into screeching U-turn after firestorm over ‘woke’ rebrand… sending stock surging

Cracker Barrel is scrapping its new logo after a social media backlash and a slump in its share price.

‘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,’ the company said.

Shares rose as much as 2.3 percent in extended trading following the announcement.

The controversy began after the chain debuted a new logo for the first time in 48 years, which removes the image of an old man leaning against a barrel, and leaves just the name in a new font.

It also removes the pinto bean shape behind the name, which was a nod to one of the original sides offered when the store and restaurant first opened in 1969. 

Americans were quick to slam the change on social media, and the company’s shares have plummeted since it first announced the new logo last Tuesday (August 19). The company shed almost $100 million in market value last week.

Even President Donald Trump weighed in on the change today, telling Cracker Barrel bosses to scrap the new logo. 

Customers claimed that the company had lost its personality and its history with the rebranding. 

Crackers used to be delivered to old country stores in barrels, and when they were empty, they were used as makeshift tables which people would congregate around. 

‘This rebrand says nothing about history or tradition and everything about marketing consultants making quick money,’ one Reddit user wrote. 

‘The brief: ‘remove all personality from the logo, and ensure our brand blends into and disappears into the competitive landscape,” a Reddit user wrote. 

‘So they got rid of the cracker and the barrel,’ another person commented.

One simply commented: ‘Yikes,’ while another person described the change as ‘such a downgrade.’ 

The redesign comes as the company has been revamping its more than 650 restaurants across the US — ditching southern-style for modern decor. 

This has also caused customer backlash, with some saying ‘nobody wants this’ and accusing the chain of turning it into ‘any other restaurant.’

Rebrand controversies have increased over the last several years, with fans claiming that businesses are losing their charm. 

Gap and McDonald’s were some of the chains Reddit users compared Cracker Barrel’s new logo to.

‘If I ever go to my local Cracker Barrel and they roll out this sign and the new interior, I genuinely won’t be going back,’ a guest revealed.

Fans are now calling on the 56-year-old chain to ‘revert to the original logo.’ 

However, Cracker Barrel is adamant in going through with the revamp.

‘People like what we’re doing,’ Cracker Barrel president and CEO Julie Felss Masino told Good Morning America on Tuesday. 

‘Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow — the things that you love are still there. We need people to choose us, and we want people to choose us.’

She added that the top question Florida-based managers asked her during a recent meeting was ‘How can I get a remodel, when can I get a remodel and how do I get on the list?.’

Cracker Barrel’s new fall menu and ‘all the more’ campaign could make up for fans’ disappointment in its new logo.

‘We believe in the goodness of country hospitality, a spirit that has always defined us. Our story hasn’t changed. Our values haven’t changed,’ said chief marketing officer Sarah Moore. 

‘With ‘All the More,’ we’re honoring our legacy while bringing fresh energy, thoughtful craftsmanship and heartfelt hospitality to our guests this fall.’

Among the foods featured in its new fall menu include Sausage & Egg Hashbrown Casserole, Herb Roasted Chicken and Butter Pecan Sticky Buns. 

Chains like Krispy Kreme and Dunkin’ have also dropped fall menus early. 

Chick-fil-A was one of the latest to do so on August — introducing Pretzel Cheddar Club Sandwiches.

The Daily Mail has reached out to Cracker Barrel for comment on the customer backlash, and is awaiting response.