Connect with us

Business

Cracker Barrel shares plummet after pushback on new logo, brand refresh

Published

on

Cracker Barrel shares plummet after pushback on new logo, brand refresh


The new Cracker Barrel logo is seen on a menu inside the restaurant on Aug. 21, 2025 in Homestead, Florida.

Joe Raedle | Getty Images

Shares of Cracker Barrel Old Country Store plummeted roughly 10% on Thursday after the restaurant unveiled its new logo earlier this week as part of a larger brand refresh.

The new logo removes the image of a man leaning against a barrel that was prominently featured in the original, leaving behind just the words “Cracker Barrel” against a yellow background. The phrase “old country store” has also been removed.

The company said the colors in the logo were inspired by the chain’s scrambled eggs and biscuits.

The change is part of a “strategic transformation” to revitalize the brand that started back in May 2024. Under that mission, Cracker Barrel’s brand refresh includes updates to visual elements, restaurant spaces and food and retail offerings.

Cracker Barrel’s old and new logo.

Courtesy: Cracker Barrel

Cracker Barrel said in March that the refresh will still maintain the brand’s “rich history of country hospitality” and “authentic charm that has made the brand a beloved destination for generations of families.”

“We believe in the goodness of country hospitality, a spirit that has always defined us. Our story hasn’t changed. Our values haven’t changed,” Chief Marketing Officer Sarah Moore said in a media release.

However, many social media users have criticized the new logo, especially those in conservative circles. The president’s son, Donald Trump Jr., amplified a post on Wednesday suggesting that the logo change was led by CEO Julie Felss Masino to erase the American tradition aspect of the branding and make it more general, as a way of leaning into diversity, equity and inclusion efforts.

Conservative activist Robby Starbuck added his commentary on Thursday, writing in a post on social media site X, “Good morning @CrackerBarrel! You’re about to learn that wokeness really doesn’t pay.”

The company has a relatively small market cap of about $1.2 billion compared with other restaurant chains.

Customers have also complained on social media about the interior redesign of many Cracker Barrel restaurants, saying the new decor favors a more sterile and modern style over its tried-and-true country feel.

On the restaurant’s latest earnings call in June, Masino said Cracker Barrel had completed 20 remodels and 20 refreshes. She said the company will be sharing more information about the remodeling initiative in September.

“Employees had given us great feedback about working in those newly remodeled and refreshed stores and guests continue to tell us that they’re lighter, brighter, more welcoming and they’re enjoying them,” Masino said on the call.

Cracker Barrel is not the only stock to see large swings based on political social media posts.

Earlier this month, shares of American Eagle soared after Trump posted that an ad featuring Sydney Sweeney, which faced significant social media pushback from the left, was “the ‘HOTTEST’ ad out there.”

Back in 2023, Anheuser-Busch InBev faced heavy criticism from conservatives after a collaboration between Bud Light and social influencer Dylan Mulvaney, who is transgender.

Don’t miss these insights from CNBC PRO



Source link

Business

Consumers have record savings options in final year of £20,000 cash ISA allowance

Published

on

Consumers have record savings options in final year of £20,000 cash ISA allowance


Savers across the UK are being offered a record number of accounts and products and with interest rates still well above 4 per cent on the most competitive options, should make sure their cash is working hard.

Data from Moneyfacts shows the number of savings accounts has risen to 2,486, including ISAs, the highest number on record. Cash ISAs alone, meanwhile, also saw the largest monthly rise since May 2024 and, with 712 offers in total, is the most since Moneyfacts started recording.

Both numbers come as the final tax year gets underway in which all savers are able to deposit a full £20,000 annual allowance into a cash ISA.

Starting from April 2027, under-65s will only be able to save a maximum of £12,000 into the tax-free savings wrappers, with the additional £8,000 reserved for investment purposes, such as a stocks and shares ISA.

That’s as part of a wider push from the government to encourage more people to invest, to build future wealth.

High interest rates are important not only to earn a good return on cash, but to ensure money doesn’t lose its value, or buying power, when measured against rising prices; in other words, inflation, which currently sits at around 3 per cent and is set to rise.

That means consumers should whenever possible look to be beating that rate as a minimum when it comes to their saving accounts, and plenty of places are still offering 4.5 per cent and even higher right now.

“This year the competition around ISA season was particularly strong, fuelled by the fact that for savers under 65 it’s the final year for them to utilise their full £20,000 allowance. Providers have been enticing new deposits with attractive deals,” said Caitlyn Eastell, personal finance analyst at Moneyfacts.

For under-65s, 2026 is the final year to be able to invest in a full £20,000 cash ISA (Getty/iStock)
Trading 212 logo

Get a free fractional share worth up to £100.
Capital at risk.

Terms and conditions apply.

Go to website

ADVERTISEMENT

Trading 212 logo

Get a free fractional share worth up to £100.
Capital at risk.

Terms and conditions apply.

Go to website

ADVERTISEMENT

“Savers should be taking advantage of this all-time high, and it may be especially timely as the new tax-year is the perfect window to review their current deal and switch to ensure they can maximise their returns before thresholds tighten.

“The number of savings deals paying above the Bank of England base rate has surged to its highest level since December 2021. While this could largely be driven by base rate remaining unchanged several months, providers have also been proactively adjusting rates in response to shifting interest rate expectations.

“Fixed rates reflect this change, with the average one-year ISA rising to over 4 per cent, reaching its highest point since May 2025, while its non-ISA counterpart saw its biggest increase since September 2023. Savers may enjoy more competitive returns in this environment; however, it can be a tricky balancing act because sharp spikes to household bills and inflation could quickly catch up, meaning savers may be left out of pocket.”

Meanwhile, thisbank has pointed to growing evidence showing that many households have multiple money accounts, but no clear overview of their true financial position.

Reviewing accounts – including joint and old current accounts – can turn up unexpected cash reserves, help families realise which subscriptions they are paying for but are no longer using and aid better budgeting, the bank says, giving a better understanding of where income and expenses match up.

“For many households, financial stress is exacerbated by complexity. By taking a simple, step-by-step approach, people can implement structure and clarity in their everyday financial management,” said Chris Waring, CEO of thisbank, while recommending each savings account has a particular role, such as everyday spending, long-term emergency buffer or fixed-term saver accounts with strong rates for predictable returns.

Underlining the need to be aware of where consumers are choosing to put their cash, analysis by savings app Spring shows that a huge majority of premium, paid-for accounts come with poorer returns, tiered interest rates or withdrawal restrictions.

Under a quarter (23 per cent) of easy access savings accounts on premium current accounts on the market are free of additional restrictions, their research showed, which included lower returns after £4,000 in an account with one, a paltry 1.35 per cent on balances under £100,000 elsewhere and nearly a third (30 per cent) having withdrawal limits.



Source link

Continue Reading

Business

Ryanair flight from Milan to Manchester leaves passengers behind due to border delays

Published

on

Ryanair flight from Milan to Manchester leaves passengers behind due to border delays



New European border rules have caused delays at airports across the continent, affecting flights.



Source link

Continue Reading

Business

Rivian’s factory damaged by tornado amid crucial R2 EV launch

Published

on

Rivian’s factory damaged by tornado amid crucial R2 EV launch


A view shows a second-generation R1S at electric auto maker Rivian’s manufacturing facility in Normal, Illinois, on June 21, 2024.

Joel Angel Juarez | Reuters

A tornado damaged part of Rivian Automotive‘s factory in central Illinois over the weekend, according to a message sent to employees Sunday night by CEO RJ Scaringe that was viewed by CNBC.

The tornado touched down on the plant, Scarigne said. That area was being used for parts storage and logistics for Rivian’s upcoming R2, which is a crucial product for the company that’s expected to be on sale this spring.

Scaringe said operations in the damaged area are expected to resume this week, while other major portions of the plant, such as its assembly lines, are operating as planned. No injuries have been reported as a result of the incident, according to a company spokeswoman.

“While Building 2 has sustained damage and is closed for the time being as we complete our assessments, I am incredibly relieved to share that there were no injuries at our plant,” Scaringe said in his message to employees.

Scaringe said the company would “share more information as it becomes available, but for now, our priority is ensuring our Normal [Illinois] team is safe and supported.”

Apparent photos posted online of the aftermath, which was first reported by TechCrunch, showed damage to the roof and at least one wall of the recently constructed building.

The National Weather Service reports the factory was hit amid a “significant tornado outbreak” that occurred Friday across the upper Midwest. Confirmed tornadoes near the factory Friday night were classified as EF1, with estimated peak winds of 100 mph, according to NWS.

Choose CNBC as your preferred source on Google and never miss a moment from the most trusted name in business news.



Source link

Continue Reading

Trending