Core Insights - Cracker Barrel updated its logo to enhance visibility on highway billboards, with CEO Julie Felss Masino stating that the change was not ideological but aimed at long-term success [1] - The company faced significant backlash after introducing the new logo, leading to a reversal of the decision within a week [4][6] - Activist investor Sardar Biglari has been targeting Cracker Barrel for over a decade, criticizing the management for destroying shareholder value and failing to understand the brand [7][11] Logo Change and Backlash - The new logo replaced the familiar "Uncle Herschel" illustration with a modern design featuring only the company's name, which resulted in public outcry, including criticism from former President Donald Trump [4] - Cracker Barrel admitted it could have communicated better regarding its identity and heritage after the backlash, although the character "Uncle Herschel" remains featured in the menu and other branding [6] Activist Investor Influence - Sardar Biglari, who owns 2.9% of Cracker Barrel's common stock, has conducted seven proxy contests against the company since 2011, seeking to overhaul its leadership [7][11] - Biglari Capital accused the board and management of betraying the company's heritage and alienating loyal customers, undermining investor confidence [12]