Core Viewpoint - Cracker Barrel is undergoing a strategic transformation to revitalize its brand, which includes a new logo and updates to its visual elements, restaurant spaces, and offerings [1][2]. Brand Refresh - The new logo eliminates the image of a man leaning against a barrel and removes the phrase "old country store," leaving only the words "Cracker Barrel" on a yellow background [2]. - The brand refresh aims to maintain the company's "rich history of country hospitality" and "authentic charm" that has made it a beloved destination for families [3]. Market Reaction - Following the unveiling of the new logo, shares of Cracker Barrel Old Country Store dropped approximately 10% [2]. - The company has a market capitalization of about $1.2 billion, which is relatively small compared to other restaurant chains [5]. Social Media Backlash - The logo change has faced criticism on social media, particularly from conservative circles, with claims that it is an attempt to erase traditional American branding in favor of diversity and inclusion [4]. - Conservative activist Robby Starbuck commented on the backlash, suggesting that the company would learn that "wokeness really doesn't pay" [5].