Cracker Barrel released a new logo earlier this month and, to put things lightly, it didn’t go over well. The restaurant chain lost nearly $100 million in market value as it faced outrage from across the internet. 

The backlash was so intense that Cracker Barrel, which operates nearly 660 locations, reversed course less than 10 days later.

“We thank our guests for sharing your voices and love for Cracker Barrel,” the company announced on its social media. “We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain.”

Cue the adage, if it ain’t broke, don’t fix it. 

How has Cracker Barrel stock responded to reversal?

The late Tuesday announcement brought a spike in Cracker Barrel’s stock (Nasdaq: CBRL), with share prices increasing by about 6% through after-hours and into premarket trading Wednesday morning.

The shares had already closed up 6.35% after President Trump called on Cracker Barrel to make the change. Unsurprisingly, the White House quickly took credit after Cracker Barrel announced it would bring back its old logo. 

Corporate rebrands are often not well received

Minimalist rebrands have become increasingly common (companies ranging from Yahoo to Intel to to Burberry have rolled out more simplified logos over the years), but backtracking on a new logo so quickly is rare. 

Still, Cracker Barrel isn’t the only American company to do a quick turnaround afterward. Two of the most notable instances took place 15 years ago.

First, there was Tropicana, which back in 2009 replaced its iconic straw in an orange logo and distinct topography with a generic glass of orange juice. Customers were very underwhelmed. PepsiCo, its owner during the fiasco, completely undid everything except the orange lid. 

In 2024, Tropicana underwent another rebrand, this time emphasizing its best features with a retro typeface and bright colors.

Then there’s Gap, which debuted a new logo in 2010. It lasted for a matter of days before the retailer removed it and began crowdsourcing for an alternative.