Cracker Barrel stock plunges amid brand makeover backlash

Core Insights - Cracker Barrel's recent logo change and restaurant makeover have led to significant customer backlash and investor concerns, resulting in a sharp decline in stock prices [1][2] - The stock has dropped over 16% in a five-day period, marking its worst performance since February, with shares falling to $52, the lowest since mid-June [2][3] - The company is undergoing a $700 million transformation across its 660-plus restaurants, which includes a revamped menu and dining room redesigns aimed at modernizing the brand [3][4] Brand and Market Position - The new logo, which removes a long-standing illustration, aims to maintain the brand's signature colors while updating its image [5][7] - Critics argue that the rebranding could alienate loyal customers and is a risky strategy for a company already facing thin profit margins of around 1.5% [7][8] - The brand's nostalgic appeal, reminiscent of an American general store, is seen as a key aspect of its identity that may be compromised by the new direction [8][9]