Cracker Barrel Old Country Store has abandoned the image of a man leaning against a barrel that has defined its brand for nearly five decades, unveiling a streamlined, text-only emblem on 20 August. The new mark, which keeps the chain’s familiar gold-and-brown palette but drops the words “Old Country Store,” is the first major redesign since 1977 and arrives alongside refreshed advertising and a fall menu launch. The reaction on Wall Street was swift: Cracker Barrel’s shares slid as much as 14 percent on 21 August to about $50, their sharpest one-day fall since the pandemic-era turmoil of 2020. The drop erased roughly $100 million in market value and left the company, which operates more than 660 restaurants, with a market capitalisation just above $1 billion. Chief Executive Officer Julie Felss Masino told ABC’s Good Morning America the feedback has been “overwhelmingly positive” and said the makeover is part of a $700 million transformation plan aimed at making the 56-year-old chain “the Cracker Barrel for today and for tomorrow.” Social-media commentary has been less forgiving, with a wave of criticism—particularly from conservative commentators—arguing that the minimalist look weakens the brand’s nostalgic appeal.