Following the logo reveal and backlash, Cracker Barrel stock dropped 7.2% on August 21, 2025. This amounted to a $94 million loss in market value before partially rebounding later that day. Analysts cautioned that both the controversy and the high $700 million rebrand cost contributed to investor uncertainty, not just political outrage.

Conservative critics saw the decision to remove the man in the logo, long known as Uncle Herschel, as an attempt by corporate executives to strip the chain of its history and character. That the CEO is a woman, Julie Felss Masino, only further fanned the outrage in some circles.

Don’t fret, y’all. Just like the faithful return of Uncle Junior’s vegetable garden, Cracker Barrel just announced that this fan-favorite dish, complete with all the fixings, is back for fall. And now, for the first time, you can also choose to order Uncle Herschel’s Favorite with a premium New York Strip Steak as your meat option.

Cracker Barrel has a special place in the hearts of many Americans, offering homestyle American cuisine in a folksy “Old Country Store”

Cracker Barrel was the only place I’d ever stop. No mob fights, a fun corny atmosphere, and delicious food when you’re hungry and tired. I’ll never stop foot in one again. https://t.co/OgozI4fv5F

Cracker Barrel hosted a pop-up event in Manhattan that included line dancing and live country music as it faces criticism for its new simplified logo design.

Cracker Barrel's new, simplified logo is drawing criticism from some customers. The chain unveiled a new logo on Tuesday.