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

The company’s stock was down more than 12% in early trading on Thursday, as the 56-year-old chain tries to reinvent itself.

Tom Jones

8/21/25 10:47AM

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.

Cracker Barrel

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.

Max Knoblauch23h

The Trump administration is reportedly planning a 50% made-in-America requirement for USMCA tariff relief

Qualifying for USMCA-related lower tariffs may soon require more US-made vehicle components, according to reporting by The Wall Street Journal.

The Trump administration is reportedly planning to introduce a 50% US content requirement for vehicles covered by the trade pact to receive lower tariffs. The content would be measured by cost, according to the WSJ.

There currently isn’t any US-specific requirement for those lower tariff rates, but in order to receive preferential tariffs, vehicles are must contain at least 75% regional content (components made in North America). Per Reuters reporting, the Trump admin is seeking to raise the regional requirement to 82%.

These reported plans are subject to change as the US negotiates USMCA terms with Mexico over the next few months.

Overall, Tesla will likely have the easiest time qualifying for any stricter requirements. The automaker’s vehicles contained the highest amount of US/Canadian content in 2025, according to American University research. Ford, GM, and Stellantis all scored lower.

Notably: the underlying government data that many domestic content measurements rely on intentionally combines US and Canadian components, so it’s difficult to know exactly how much of any given vehicle is specifically US-made.

Exclusive | Trump Administration Wants Autos Under USMCA to Be at Least 50% Made in America

These reported plans are subject to change as the US negotiates USMCA terms with Mexico over the next few months.

Tom Jones5/29/26

The $640,000 Luce makes the average Ferrari look like a bargain

Put aside the shape; put aside the smoothing out of Ferrari’s iconic sharp edges; put aside, even, the calls from former Chairman and President Luca Cordero di Montezemolo to “take the Prancing Horse off.” On the grounds of price alone, Luce detractors might have a point.

By now, many of us will have read the criticisms of Ferrari’s first fully electric vehicle, as the Luce — which was unveiled to the world earlier this week and promptly saw the company’s shares crash out in New York and Milan — gets subtly shaded by competitors online and not-so-subtly shaded by basically everyone else.

What makes all of this worse for Ferrari is that, even by the luxury car maker’s notoriously high standards, they’ve slapped a pretty hefty price tag on the Luce, and the company’s CEO, Benedetto Vigna, has already been forced to defend the €550,000 ($640,000) price point, saying yesterday that it’s “fair to pay for innovation,” per Reuters.

While Ferrari’s cars have been getting more expensive of late, as recently as 2022, Ferrari’s average revenue per car sold was around $340,000. At nearly twice that price, this new electric model is obviously proving a little much (visually, conceptually, and financially) for many loyal and long-standing fans of the Prancing Horse to stomach.