Here we are again, watching a stock crumble while a logo dies. Cracker Barrel Old Country Store (CBRL) has spent 47 years perfecting the art of “old country stores” and restaurants, only to spend 2024 erasing them. The old man on the barrel is gone. The “old country store” tagline is history. Now there’s just a name and a six-sided blob. Progress, or a funeral? You decide.
Consumer revolt at Cracker Barrel
CEO Julie Felss Masino, who took the helm like a sailor boarding a sinking ship, calls this $700 million overhaul “relevancy.” She told ABC News the public loves it. Meanwhile, Twitter users weep into their sweet tea. The new logo is “horrible,” they say. “Culture dying,” they moan. Who are we to trust? A CEO with a press release or a million strangers with smartphones? The market’s answer: sell the stock. Buy the grief.
Masino claims customer feedback is “overwhelmingly positive.” One wonders if she’s defined “customers” as people who work in focus groups. The rest of us are left to ponder why a company would spend $700 million to reinvent nostalgia, only to find the new version smells faintly of regret.
Is Cracker Barrel stock a sell?
Cracker Barrel’s now in the same league as FedEx and Kinko’s-corporations that believed reinvention was a cure-all. FedEx spent $891 million to kill Kinko’s in 2009. Cracker Barrel’s betting on the same alchemy. Maybe it works. Maybe it doesn’t. The stock’s price suggests the latter. The logo’s fate? A tombstone. So it goes.
If you’re holding CBRL, consider this: nostalgia isn’t a business strategy. It’s a memory. And memories, like stocks, rarely trade at a premium. Sell the shares. Keep the sweaters. 🤷♂️
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2025-08-21 18:12