Cracker Barrel loses nearly $100 million in market value after logo backlash

Cracker Barrel is facing a customer revolt and a market hit after unveiling a new logo last week that removed one of its most recognizable features: the old man leaning against a barrel. The brand refresh, meant to modernize the 55-year-old chain, instead triggered an internet firestorm — and wiped nearly $100 million off the company’s market value.

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