Cracker Barrel short sellers have had a tough year, and before Thursday lost an estimated $280 million in 2025, according to an analysis from S3 Partners. Short sellers make money when a stock price falls, but coming into Thursday, Cracker Barrel was up 12% in 2025 and 40% higher over the last 52 weeks.

When I was a kid, and my family subsisted on food stamps, we used to shop in something called the generic aisle. Every item in the generic aisle came in the same blank white packaging with plain black lettering that said the most boring thing it could.

Cracker Barrel Old Country Store shares settled in Thursday’s session at a nearly two-month low as investors reacted to a controversial logo change. The stock was among the top five trending equity tickers on Stocktwits early Friday.

If it ain’t broke, break it. That seems to be the Cracker Barrel motto. The restaurant announced a new creative campaign Aug. 18, including a new logo, debuting “a refreshed look and feel” that “positions the iconic American brand for the future.