On Tuesday (Aug. 19), Cracker Barrel unveiled a brand new emblem, a lot to the chagrin of the web.

Since its launch, left and right-wing politicians, entrepreneurs, and shoppers alike have criticized the switch, with some declaring it’s too “woke” and steers away from “American custom.” Others have knocked the simplicity of the design.

“WTF is flawed with @CrackerBarrel??!,” Donald Trump Jr., the president’s eldest son, posted to X. The official X account for the Democratic Occasion echoed the assertion, posting, “We expect the Cracker Barrel rebrand sucks too.”

Following the backlash, the model’s shares fell 7.2% on Thursday morning (Aug. 21), erasing $100 million in market worth. Its shares rose barely on Friday (Aug. 22) in pre-market buying and selling.

Nevertheless, Cracker Barrel is doubling down on its new look.

In an announcement shared with ADWEEK, Sarah Moore, the model’s chief advertising officer (CMO), stated its “values haven’t modified, and the guts and soul of Cracker Barrel haven’t modified.”

“Cracker Barrel has been a vacation spot for consolation and neighborhood for greater than half a century, and this fifth evolution of the model’s emblem, which works throughout digital platforms in addition to billboards and roadside indicators, is a call-back to the unique and rooted much more within the iconic barrel form and phrase mark that began all of it again in 1969,” she stated.

Cracker Barrel

‘All of the Extra‘

Cracker Barrel launched the up to date visible id as a part of its new “All the More” marketing campaign, which additionally features a 15-second spot starring nation singer Jordan Davis, new menu gadgets, and an interior design revamp of its restaurants.

The brand eliminated its longstanding outdated man and the barrel motif, changing the picture with a easy wordmark within the model’s signature gold and brown.