It’s not this one; people like this one (Jeffrey Greenberg/Getty Images)

identity crisis

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.

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American Airlines joins the flock, hiking bag fees amid higher jet fuel prices

American Airlines on Thursday announced that it, too, will be hiking the fees it charges customers to check luggage.

With the move, all four of the major US airlines, which together control about 80% of the US market, have now hiked their baggage fees in recent days amid surging jet fuel prices.

The change will go into effect on tickets bought on or after Thursday, the same day Southwest’s hike begins.

Since late March, JetBlue, Delta Air Lines, United Airlines, Canada’s WestJet, and Southwest have hiked their fees. Experts expect more major carriers to follow, and to potentially tweak the pricing of other ancillary revenue sources like seat assignments and carry-on luggage.

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The change will go into effect on tickets bought on or after Thursday, the same day Southwest’s hike begins.

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Less than a year after implementing them, Southwest is also hiking its bag fees

Southwest Airlines has joined the growing list of airlines opting to hike their bag fees amid sustained higher jet fuel costs.

Starting today, the first checked bag at the carrier — which implemented bag fees less than a year ago — will jump from $35 to $45, and the second from $45 to $55. Southwest quietly disclosed the change Tuesday.

Southwest assigned the decision to “part of an ongoing analysis of the business and against the evolving global backdrop.”

As of Wednesday, jet fuel prices dropped to $4.16 a gallon, per the Argus US Jet Fuel Index, down from $4.81 on Tuesday following President Trump’s ceasefire announcement, which sent travel stocks soaring. Major airlines have shed some of those gains in premarket trading Thursday.

With the move to hike bag fees, Southwest joins JetBlue, United Airlines, Delta Air Lines, and Canada’s WestJet, all of which also boosted fees this month. Experts expect more major carriers to follow, and to potentially tweak the pricing of other ancillary revenue sources like seat assignments and carry-on luggage.

Three US airlines have already hiked baggage fees. More are likely on the way.