Cracker Barrel's first rebrand in nearly 50 years backfired. The company's stock lost nearly $100 million after introducing a more minimalist look

Cracker Barrel’s new logo refresh , has sparked major backlash from critics who view it as a loss of tradition and a “woke” move, even briefly wiping nearly $100 million off the company’s market value. While some argue the change erases the brand’s Americana identity and nostalgia, branding experts say the modest update is part of a broader modernization strategy and reflects the tension between preserving tradition and staying relevant.

One Americana brand isn’t getting the barrel-of-monkeys response they were hoping for when launching their new logo this week.

Cracker Barrel—one of the most iconic restaurant chains in America, deeply rooted in Southern food and hospitality—this week revealed a new look.

A tweak to the logo removes the man sitting on a chair and leaning on a barrel, a