Cracker Barrel is serving up a redesign of its iconic folksy logo as something minimalist and modern, but some customers – and Wall Street traders – are sending it back to the kitchen.
The 55-year-old restaurant and retail store chain, based in Lebanon, Tennessee, announced on Aug. 19 changes to its logo, menu, and diner decor in a campaign titled "All the More". The redesign eliminates several familiar items, including images of "Uncle Herschel," a farmer in overalls, and a cracker barrel itself, that have been part of the logo since 1977.
Logo changes sparked an online backlash from customers, some of whom mourned the loss of "Uncle Herschel" like a family member. Conservative groups accused the company of going "woke."
Wall Street traders also showed their disapproval. Cracker Barrel lost nearly $100 million in market value during trade on Aug. 21. Prices began to rebound on Aug. 22.
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