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原文標題：
Cracker Barrel stock tanks after unveiling a controversial logo change
原文連結：https://tinyurl.com/msy7zktk
發布時間：Updated Aug 21, 2025, 10:53 AM ET
        PUBLISHED Aug 21, 2025, 7:40 AM ET
記者署名：Jordan Valinsky
原文內容：

New York — Cracker Barrel’s modern makeover doesn’t stop with redoing its
restaurants. It’s dropping the barrel and the man from its logo, too.

紐約 — Cracker Barrel 的現代化改造不僅止於重新設計餐廳，它還從商標中去掉了木
桶和人物圖案。

On Tuesday, the Southern-inspired casual dining chain unveiled a new logo “
rooted even more closely to the iconic barrel shape,” but without the barrel
itself — a central part of the brand’s identity since 1977. (As for the
barrel itself, it was “essentially the water coolers of the day,” Cracker
Barrel explained in a blog post.)



Shares of Cracker Barrel (CBRL) nosedived more than 12% in trading Thursday.

Cracker Barrel（股票代碼 CBRL）股價週四暴跌超過 12%。

The identity refresh also includes new TV commercials, a redesigned menu and
several new fall-themed foods, part of a larger $700 million transformation
plan to shake off its stodgy image and lure in new diners.

品牌重塑還包括新的電視廣告、重新設計的菜單，以及數款秋季主題新菜，這是其 7 億
美元轉型計畫的一部分，目標是甩掉過時的形象並吸引新顧客。

“The way we communicate, the things on the menu, the way the stores look and
feel … all of these things came up time and time again in our research as
opportunities for us to really regain relevancy,” said CEO Julie Felss Masino
 in 2024.

執行長 Julie Felss Masino 在 2024 年表示：「我們的溝通方式、菜單上的內容、門店
的外觀與氛圍……在研究中一再被指出是讓我們重獲相關性的機會。」

In particular, the new logo is the latest in a string of changes angering some
 of its loyal fans who fear the 56-year-old chain is drifting too far from its
 bucolic roots. On social media, some users griped, with one writing that the
“changing the logo just feels like another little piece of culture dying off.
” The change also angered some conservatives, too, like President Donald
Trump’s son.



Cracker Barrel has also been remodeling some of its 660-plus restaurants. The
chain has “decluttered” the interiors by removing the country-themed
trinkets that lined the walls and lightened up the interiors, shifting away
from the dark woods. So far, reaction has been mixed on social media, with
some videos on TikTok going viral voicing their displeasure.



Masino remains adamant that the renovations are working, telling ABC News this
 week that “people like what we’re doing” and that feedback has been “
overwhelmingly positive.”

Masino 堅持認為改造正在奏效，她本週接受 ABC 新聞訪問時說：「人們喜歡我們正在做
的事」，反饋是「壓倒性正面」。

Still, Cracker Barrel risks confusing its customers with a rebrand, especially
 with its recognizable logo and decor, according to Anjali Bal, associate
professor of marketing at Babson College.

然而，Babson 學院行銷副教授 Anjali Bal 指出，Cracker Barrel 的品牌重塑存在讓顧
客困惑的風險，特別是考慮到其高度辨識度的商標與裝潢。

“This risk is amplified if the company misjudges the market or fails to
communicate the change effectively,” she told CNN. “In Cracker Barrel’s
case, they’ve retained their color palette but altered their iconic logo,
which is likely to face resistance simply because of how recognizable it is.
That could spark curiosity among new customers, but it may also upset long-
time patrons.”

她對 CNN 表示：「如果公司誤判市場或未能有效傳達變化，這種風險將被放大。在


Bal added that the updated logo makes Cracker Barrel “stand out less and
risks diluting the brand’s uniqueness,” but the “challenge is ensuring that
 modernization doesn’t come at the expense of brand recognition or emotional
connection.”

Bal 補充說，新標誌讓 Cracker Barrel「辨識度下降，並有稀釋品牌獨特性的風險」，
但「挑戰在於如何確保現代化不會犧牲品牌辨識度或情感連結」。

In June, Cracker Barrel posted an unusual earnings report for a restaurant: It
’s taking a $5 million hit from tariffs because of its retail shops, which
largely has products imported from overseas. Restaurant revenue and same-store
 sales both slightly grew, mirroring other increases casual dining chains are
experiencing.



心得/評論：

這個Cracker Barrel轉型計劃和上個月的American Eagle Outfitters剛好成為對比
https://i.urusai.cc/YxsEN.JPG
https://i.urusai.cc/qMbwg.jpg
https://i.urusai.cc/zvqwe.jpg

原本餐廳的鄉村懷舊氛圍
https://i.urusai.cc/qKwVI.jpg
https://i.urusai.cc/3Z8xC.jpg
https://i.urusai.cc/XMU8r.jpg

改裝後的氛圍
https://i.urusai.cc/caseC.jpg

目前不管是Reddit還是X都在罵這個CEO就是個只會亂搞的覺醒仔

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※ 作者: TyuzuChou 2025-08-22 02:39:19
※ 文章代碼(AID): #1efsVWwT (Stock)
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