Cracker Barrel sinks after unveiling new logo, which some people — including Donald Trump Jr. — really hate

On Wednesday, Southern-themed restaurant chain Cracker Barrel revealed a new, stripped-back logo, as the company presses on with its biggest branding overhaul since it shook things up in 1977. So far, people online have reacted as well as they did to British carmaker Jaguar’s rebrand late last year — that is, not very.

The new, minimalist design leaves the brand name on a plain orange background, chopping out the cartoon barrel that previously sat there, the man leaning against it, and the “Old Country Store” written beneath them. Though a press release from the restaurant says the new logo roots it “even more closely to the iconic barrel shape and wordmark that started it all,” critics aren’t convinced. One X user lamented, “Noooooo they private equity’d Cracker Barrel,” and the US Graphics Company responded, “Each sunrise, farther from God.” Others have taken issue politically as well as aesthetically — Donald Trump Jr. is not a fan.

The market’s view was similarly dim, with CBRL trading down 12% on Thursday.

The logo refresh builds on revamped restaurant and store interiors announced last year, in addition to a new fall menu and free side promotion this weekend. It also comes amid a bit of a moment for the casual dining industry more widely, with Americans increasingly viewing casual chains as the value option — though how well positioned Cracker Barrel is to make the most of that appetite is another question.

Though annual revenues reached a record $3.47 billion last year, sales haven’t grown quite so healthily as they had for the company serving up “Hashbrown Casserole Shepherd’s Pies” and “Uncle Herschel’s Favorites.” From 1994 to 2004, Cracker Barrel’s revenues grew more than 270%; in the 20 years since then, they’re up just 46%. Will a new logo reinvigorate sales? So far, it’s not looking good.