Following the logo reveal and backlash, Cracker Barrel stock dropped 7.2% on August 21, 2025. This amounted to a $94 million loss in market value before partially rebounding later that day. Analysts cautioned that both the controversy and the high $700 million rebrand cost contributed to investor uncertainty, not just political outrage.

The new logo jettisons an illustration of a mostly silhouetted man in overalls leaning on the eponymous barrel.

I think the manufactured outrage is also about them pretending to feel attacked,” MSNBC’s Jonathan Capehart said of the half-baked histrionics.