THE MARKET SPEAKS

MAGA Rage Over New Logo Hits Cracker Barrel Hard

The chain has suffered a stock market battering after rebranding.

Restaurant chain Cracker Barrel lost $94 million in market value just days after releasing a new logo that has become rage-bait for MAGA. Their stock plummeted on Thursday, according to CBS News, with shares falling over 7 percent to $54.80. The stock fell to a low of $50.27 earlier in the day. In May, the company’s third quarter revenue was $821.1 million. Last year, Cracker Barrel announced a $700 million transformation plan, which included updating the decor at their chain of restaurants, enhancing the menu and keeping core customers while also finding new ones. The plan included refining the brand, although tweaking their trademark logo by removing the elderly man and his barrel has been a divisive move for conservatives, with Donald Trump Jr. posting on X, “WTF is wrong with Cracker Barrel??!” The rebranded logo with text only launched on Tuesday. The company stated it was a return to the original text-only logo when the chain launched in 1969. As well as the 658 Cracker Barrel stores in 44 states, the company owns 68 Maple Street Biscuit Company stores in 10 states. In June, CEO Julie Massino said tariffs on goods imported for its retail shops would cost the company $5 million in the fourth quarter of 2025. The Daily Beast has contacted Cracker Barrel for comment.

See more of our coverage in your search results.

ADD THE DAILY BEAST ON GOOGLE

Cameron AdamsReporter

Got a tip? Send it to The Daily Beast here.