Cracker Barrel joins Target, Bud Light and other companies facing public outcry over corporate decisions as its new logo change triggers investor unease.

For America's big brands, there is little profit in the culture wars: It is simply too easy to lose customers by taking sides in the country's political debates. But as Cracker Barrel is finding out, sometimes those clashes cannot be avoided.

Cracker Barrel is saying goodbye to its iconic logo and has introduced an "enhanced brand look and feel." What customers are saying about it.

Former Cracker Barrel employee Steve Smotherman led an LGBT resource group and worked with the Human Rights Campaign to change the restaurant chain's workplace culture.

The Democratic party and California governor joined the backlash against the Southern restaurant chain’s new design.

The logo change accompanies the launch of Cracker Barrel's fall campaign, "All the More," which features a partnership with country music star Jordan Davis and introduces new seasonal menu items. The campaign aims to attract both longtime customers and new diners to the chain's nearly 660 locations across 43 states.

Cracker Barrel has a new spokesperson. Jordan Davis is now apart of a “All the More” campaign with the hopes of patrons discovering new and returning menu items, along with a new restaurant look, and a changed brand. The country music singer is right in the middle of it, bringing it all to life.

According to Fox Business's August 21, 2025, report, the online backlash regarding the restaurant chain's new simplistic logo ended up plummeting their stock. On Thursday, the Southern country-themed chain's stock saw a drop of 7.2%, causing a loss of $94 million.

Cracker Barrel simplified its logo by removing an image of a man in overalls. Steak 'n Shake said this meant Cracker Barrel was erasing its heritage.