An ongoing attempt by Cracker Barrel Old Country Store to revamp its brand triggered a backlash and unleashed a selloff that wiped out most of the dining chain’s year-to-date stock price gains.

In late August 2025, chain restaurant Cracker Barrel updated its logo to remove the "Uncle Herschel" character that had been present since 1977. Some people decried the rebrand as "woke" while others simply called it "bland,