Cracker Barrel stock plunged as much as 15% after the restaurant chain released a new logo that removes its long-time image of a man leaning against a barrel.

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.

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 has been the talk of the town over the last few days, and if their new rebrand has proven anything, it’s that folks love what’s familiar to them. The restaurant chain and gift store, known for serving up country classics with a cozy feel,

Social media users slam Cracker Barrel's logo redesign as "horrible" and "generic" while the company defends its rebranding efforts, which include logo and menu changes.