On Tuesday, Cracker Barrel revealed a fresh logo that received criticism from some of the chain’s loyal fans. This alteration is part of Cracker Barrel’s efforts to improve its financial performance. The new emblem, introduced as a component of the turnaround strategy, has left certain patrons unsatisfied. Unveiled on Tuesday alongside a fall marketing campaign, the logo features the words “Cracker Barrel” in brown against a yellow background. The updated design removes the iconic image of a man in overalls leaning on one of the barrels associated with the brand, which was intended to evoke feelings of nostalgia. This latest emblem marks the fifth iteration of Cracker Barrel’s logo. Though simpler, the yellow background is shaped like a barrel, strengthening its connection to the brand’s origins. Following these changes, Cracker Barrel’s stock dropped by 12% on Thursday afternoon. The logo makeover is just one aspect of the Southern food chain’s transformation, which includes refurbishing restaurants with a more curated selection of antiques and brighter decor. Additionally, Cracker Barrel has revamped its menu by reintroducing old favorites and experimenting with new dishes in an effort to attract more customers. Company executives have emphasized that these changes aim to increase foot traffic at Cracker Barrel locations. Last year, CEO Julie Masino acknowledged that the brand had lost some relevance over time. Reactions to these updates, such as the new logo, have been mixed among social media users. One individual on TikTok expressed disappointment in the simplicity of the new design compared to the longstanding previous logo used since 1977. Furthermore, Donald Trump Jr. voiced his displeasure with the new logo on Wednesday by questioning Cracker Barrel’s decision-making process publicly.