Cracker Barrel stock plunges after backlash over logo change, $700 million brand makeover

Core Viewpoint - 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, marking the company's worst losing streak in months [1][2]. Stock Performance - Cracker Barrel's stock fell by 16.47%, on track for its worst five-day performance since February 14, when it dropped 17.7% [2] - The stock price decreased to $52, down more than $6 or about 11%, reaching its lowest level since mid-June, before slightly recovering to $53.48 by the afternoon [2]. Transformation Efforts - The company is undergoing a $700 million transformation across its 660-plus restaurants, which includes "decluttered" dining rooms and a revamped menu aimed at modernizing the brand [2][3]. - The new logo, which replaces a long-standing illustration that represented the brand's southern hospitality for 56 years, is described as incorporating the brand's "signature gold and brown tones" while maintaining the "iconic barrel shape" [4][5]. Criticism and Concerns - Critics argue that the rebranding is a risky move for a company already facing challenges with thin profit margins, which are around 1.5%, significantly lower than expected for a successful restaurant [8][9]. - Richard Stern from the Thomas A. Roe Institute for Economic Policy highlighted that abandoning the brand's traditional image could alienate loyal customers, comparing it to other failed rebranding efforts in the industry [8][11].