MSNBC host Jonathan Capehart slammed critics of Cracker Barrel's redesigned logo as snowflakes getting bent out of shape over the restaurant chain's minimalist rebrand

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.

I think the manufactured outrage is also about them pretending to feel attacked,” MSNBC’s Jonathan Capehart said of the histrionics.

Shares of Cracker Barrel Old Country Store plummeted roughly 10% on Thursday after the restaurant unveiled its new logo earlier this week as part of a larger brand refresh.

CEO Julie Felss Masino defends Cracker Barrel's controversial rebranding efforts amid widespread social media criticism calling the changes generic

At the heart of the changes was the removal of a man leaning against a barrel and the phrase "old country store" from the restaurant's logo, CNBC's Ali McCadden reports. Right-wing social media voices railed against the update, with one prominent conservative activist saying that the company would "learn that wokeness really doesn't pay."

Steak 'n Shake criticized Cracker Barrel's new logo change, accusing the restaurant chain of abandoning its heritage by removing its "old-timer" character.