<p>Cracker Barrel 在移除其标志中的 “Uncle Herschel” 后，与其粉丝产生了冲突。该公司推出了全新的仅文本设计，引发了反对声浪，并导致其股价下跌。</p>
<p>1969 年的原始标志也是仅文本设计，但 1977 年加入的现在标志性的图像成为其品牌的标志性元素。</p>
<p>尽管粉丝们担心重新品牌化是公司更大文化变化的象征，但 Cracker Barrel 首席执行官 Julie Felss Masino 在接受《早安美国》采访时淡化了批评。</p>
<p>Masino 在采访中表示，反馈是 “压倒性积极的”。Masino 还分享说，多个地点的经理们在要求进行改造，并补充说 “反馈和热议非常好，不仅来自我们的顾客，还有我们的团队成员。”</p>
<p><img src="https://imageproxy.pbkrs.com/https://a57.foxnews.com/static.foxbusiness.com/foxbusiness.com/content/uploads/2025/08/931/523/cracker-barrel-new-logo.jpg/query-dGw9MSZ2ZT0x?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="" original-src="https://imageproxy.pbkrs.com/https://a57.foxnews.com/static.foxbusiness.com/foxbusiness.com/content/uploads/2025/08/931/523/cracker-barrel-new-logo.jpg/query-dGw9MSZ2ZT0x"/></p>
<p>2025 年 8 月 21 日，在佛罗里达州霍姆斯特德的餐厅内，看到的新 Cracker Barrel 标志出现在菜单上。(Joe Raedle/Getty Images / Getty Images)</p>
<p><strong>CRACKER BARREL 因标志变更引发的反对声浪而股价暴跌</strong></p>
<p>Erik Russell 对 Cracker Barrel 的了解超过大多数人。作为一名近 10 年的前员工，这家餐厅对他有着个人意义。</p>
<p>“我在那工作，基本上是从高中毕业到大学毕业。所以，是的，我的生活中有很大一部分是与之相关的，” Russell 对 FOX Business 说道。</p>
<p>在标志变更后，Russell——现在是一名品牌设计师——在 X 平台上发表了一篇现已病毒式传播的帖子，表示公司正在自毁品牌。</p>
<p>“我认为很多人只是把 Cracker Barrel 视为另一家公司……但对我来说，这家公司远不止于此，基于它所代表的价值观，我在那遇到的人，我仍然认识的人，以及我在那里的经历，” Russell 对 FOX Business 说道。</p>
<p>Russell 解释了他在内部看到的变化，以及公司如何逐渐远离代表 “美国更传统的时代”。</p>
<p><img src="https://imageproxy.pbkrs.com/https://a57.foxnews.com/static.foxbusiness.com/foxbusiness.com/content/uploads/2024/05/931/523/GettyImages-1084721184-scaled.jpg/query-dGw9MSZ2ZT0x?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="" original-src="https://imageproxy.pbkrs.com/https://a57.foxnews.com/static.foxbusiness.com/foxbusiness.com/content/uploads/2024/05/931/523/GettyImages-1084721184-scaled.jpg/query-dGw9MSZ2ZT0x"/></p>
<p>Cracker Barrel Old Country Store 的外观，标志上带有包含 “Uncle Herschel” 的旧标志。(Jeffrey Greenberg/Universal Images Group via Getty Images / Getty Images)</p>
<p><strong>CRACKER BARREL 与 BUD LIGHT、TARGET 一起遭遇品牌反击</strong></p>
<p>这位前 Cracker Barrel 员工表示，在参加 Bob Jones University 期间，他发现这家餐厅非常合适，因为学校有一项禁止学生在提供酒精的场所工作的规定。Cracker Barrel 在 2020 年中之前的菜单上没有酒精。Russell 表示，这一变化 “真正标志着 Cracker Barrel 文化时代的开始和结束”。</p>
<p>其酒精政策的变化并不是公司走向不同方向的第一个迹象。Russell 回忆起 Cracker Barrel 如何改变员工的着装规范，从要求特定的发型和修剪的面部毛发，变得更加宽松。他承认，仅仅是规则并不是公司文化的全部，而是多种因素的结合。</p>
<p>“规则本身并没有什么魔力，但我认为当你把所有这些因素加在一起，加上店内的态度，经理如何执行行为规范时，你就能描绘出一个理解家庭价值观、理解传统价值观、吸引特定类型顾客和员工的地方，” Russell 说道。</p>
<p>谈到 Cracker Barrel 新标志的象征意义时，Russell 表示这 “需要很多解读”，但那些 “知道要寻找什么的人” 会看到它。作为一名图形和品牌设计师，他表示这个标志远不止是一个标志。</p>
<p>“没有 ‘仅仅是一个标志’ 这种说法，” Russell 说道。“当你第一次画一个标志时，它的技术好坏并不重要，对吧？它没有任何意义。使标志有意义的，是它与顾客之间的联系。”</p>
<p><img src="https://imageproxy.pbkrs.com/https://a57.foxnews.com/static.foxbusiness.com/foxbusiness.com/content/uploads/2025/08/931/523/cracker-barrel-customers.jpg/query-dGw9MSZ2ZT0x?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="" original-src="https://imageproxy.pbkrs.com/https://a57.foxnews.com/static.foxbusiness.com/foxbusiness.com/content/uploads/2025/08/931/523/cracker-barrel-customers.jpg/query-dGw9MSZ2ZT0x"/></p>
<p>在佛罗里达州斯图尔特的 Cracker Barrel 用餐的顾客。(Jeffrey Greenberg/Universal Images Group via Getty Images / Getty Images)</p>
<p><strong>CRACKER BARREL 首席执行官 JULIE FELSS MASINO 与新标志争议：你需要知道的</strong></p>
<p>Russell 将 Cracker Barrel 的重新品牌化与 Gap 的标志设计变化进行了比较，表示顾客对这些标志性符号发展出 “某种情感依附”。</p>
<p>尽管对公司所做的变化感到失望，Russell 仍然是 Cracker Barrel 的粉丝，甚至在与 FOX Business 交谈的同一天在那里用餐。他表示，他通常会点菜单外的菜品，“因为如果你知道如何在 Cracker Barrel 进行替换，那么你几乎可以得到你想要的任何东西。” 他给 FOX Business 提供了他的点餐建议。</p>
<p>“如果你在星期天去，点家常鸡肉，并将饼干替换为吐司，你可以做一个美味的炸鸡三明治，配上番茄、生菜和洋葱，以及所有免费的沙拉配料，然后你可以选择三种配菜。”</p>
<p><img src="https://imageproxy.pbkrs.com/https://a57.foxnews.com/static.foxbusiness.com/foxbusiness.com/content/uploads/2025/08/931/523/cracker-barrel-old-logo-store.jpg/query-dGw9MSZ2ZT0x?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="" original-src="https://imageproxy.pbkrs.com/https://a57.foxnews.com/static.foxbusiness.com/foxbusiness.com/content/uploads/2025/08/931/523/cracker-barrel-old-logo-store.jpg/query-dGw9MSZ2ZT0x"/></p>
<p>2024 年 5 月 21 日，美国弗吉尼亚州达姆弗里斯的 Cracker Barrel 餐厅。(Nathan Howard/Bloomberg/Getty Images)</p>
<p><strong>点击这里获取 FOX BUSINESS 移动版</strong></p>
<p>对此，Cracker Barrel 在回应 FOX Business 的评论请求时表示，其价值观没有改变。</p>
<p>“我们的价值观没有改变，Cracker Barrel 的核心和灵魂也没有改变。Herschel 叔叔依然是我们餐厅和菜单的中心。他是 ‘Herschel Way’ 的代表，这是我们超过 70,000 名员工提供国家级款待的基础，” Cracker Barrel 在一份声明中表示。</p>
<p>“Cracker Barrel 在过去半个世纪以来一直是舒适和社区的目的地，而品牌标志的第五次演变，适用于数字平台以及广告牌和路边标志，回归了最初的设计，更加根植于 1969 年开始的一桶形状和文字标识。”</p>
<p>在新标志发布后，Cracker Barrel 经历了数月以来最糟糕的连败，Cracker Barrel (CBRL) 的股价在周四暴跌超过 12%，是自四月以来的最大跌幅，最终收盘下跌超过 7%。这一跌幅抹去了超过 9000 万美元的市值。</p>
<p><em>Fox News Digital 的 Amanda Macias 对本报告做出了贡献。</em></p>

CB乡村店

<p>Cracker Barrel 因从其标志中移除 “Uncle Herschel” 而面临反对声浪，导致股价下跌。首席执行官 Julie Felss Masino 声称反馈是积极的，尽管粉丝们对文化变迁表示担忧。前员工 Erik Russell 批评这一变化，称其为 “品牌自杀”，并指出这与传统价值观的背离。他强调了公司文化的变化，包括放宽着装规范和菜单上引入酒精。Russell 认为，标志的变化象征着更深层次的问题，强调了顾客与品牌之间的情感联系</p>

<p>Cracker Barrel has found itself at odds with its fans after removing &#34;Uncle Herschel&#34; from its logo. The company unveiled its revamped text-only design, sparking backlash and sinking its stock price.</p>
<div class="lb-trans"><p>Cracker Barrel 在移除其标志中的 “Uncle Herschel” 后，与其粉丝产生了冲突。该公司推出了全新的仅文本设计，引发了反对声浪，并导致其股价下跌。</p>
</div><p>The original 1969 logo was also text-only, but the 1977 addition of the now-iconic imagery became a staple of its branding.</p>
<div class="lb-trans"><p>1969 年的原始标志也是仅文本设计，但 1977 年加入的现在标志性的图像成为其品牌的标志性元素。</p>
</div><p>While fans worry that the rebranding is a symbol of larger cultural changes in the company, Cracker Barrel CEO Julie Felss Masino downplayed the criticism in an interview with &#34;Good Morning America.&#34;</p>
<div class="lb-trans"><p>尽管粉丝们担心重新品牌化是公司更大文化变化的象征，但 Cracker Barrel 首席执行官 Julie Felss Masino 在接受《早安美国》采访时淡化了批评。</p>
</div><p>Masino said in the interview that the feedback was &#34;overwhelmingly positive.&#34; Masino also shared that managers of several locations were asking for a remodel, adding that &#34;the feedback and the buzz is so good, not only from our customers, but from our team members.&#34;</p>
<div class="lb-trans"><p>Masino 在采访中表示，反馈是 “压倒性积极的”。Masino 还分享说，多个地点的经理们在要求进行改造，并补充说 “反馈和热议非常好，不仅来自我们的顾客，还有我们的团队成员。”</p>
</div><p><img src="https://imageproxy.pbkrs.com/https://a57.foxnews.com/static.foxbusiness.com/foxbusiness.com/content/uploads/2025/08/931/523/cracker-barrel-new-logo.jpg/query-dGw9MSZ2ZT0x" alt="" original-src="https://a57.foxnews.com/static.foxbusiness.com/foxbusiness.com/content/uploads/2025/08/931/523/cracker-barrel-new-logo.jpg?ve=1&amp;tl=1"/></p>
<p>The new Cracker Barrel logo is seen on a menu inside the restaurant on Aug. 21, 2025 in Homestead, Florida. (Joe Raedle/Getty Images / Getty Images)</p>
<div class="lb-trans"><p>2025 年 8 月 21 日，在佛罗里达州霍姆斯特德的餐厅内，看到的新 Cracker Barrel 标志出现在菜单上。(Joe Raedle/Getty Images / Getty Images)</p>
</div><p><strong>CRACKER BARREL STOCK PLUNGES AMID LOGO CHANGE BACKLASH</strong></p>
<div class="lb-trans"><p><strong>CRACKER BARREL 因标志变更引发的反对声浪而股价暴跌</strong></p>
</div><p>Erik Russell knows Cracker Barrel better than most. As a former employee of nearly 10 years, the restaurant has personal meaning for him.</p>
<div class="lb-trans"><p>Erik Russell 对 Cracker Barrel 的了解超过大多数人。作为一名近 10 年的前员工，这家餐厅对他有着个人意义。</p>
</div><p>&#34;I worked there, basically, from the time I went out of high school through when I finished college. So yeah, I mean, [it’s been a] huge, huge part of my life,&#34; Russell told FOX Business.</p>
<div class="lb-trans"><p>“我在那工作，基本上是从高中毕业到大学毕业。所以，是的，我的生活中有很大一部分是与之相关的，” Russell 对 FOX Business 说道。</p>
</div><p>After the logo change, Russell — who now works as a brand designer — spoke against it in a now-viral post on X in which he said the company was committing &#34;brand suicide.&#34;</p>
<div class="lb-trans"><p>在标志变更后，Russell——现在是一名品牌设计师——在 X 平台上发表了一篇现已病毒式传播的帖子，表示公司正在自毁品牌。</p>
</div><p>&#34;I think a lot of people just see Cracker Barrel as just another company… but to me, the company was and is much more than that, you know, based on the values that the company represents to me, the people that I met there, the people I still know there and the experiences that I had there,&#34; Russell told FOX Business.</p>
<div class="lb-trans"><p>“我认为很多人只是把 Cracker Barrel 视为另一家公司……但对我来说，这家公司远不止于此，基于它所代表的价值观，我在那遇到的人，我仍然认识的人，以及我在那里的经历，” Russell 对 FOX Business 说道。</p>
</div><p>Russell explained the changes he saw internally and how the company moved away from representing &#34;a more traditional time in America.&#34;</p>
<div class="lb-trans"><p>Russell 解释了他在内部看到的变化，以及公司如何逐渐远离代表 “美国更传统的时代”。</p>
</div><p><img src="https://imageproxy.pbkrs.com/https://a57.foxnews.com/static.foxbusiness.com/foxbusiness.com/content/uploads/2024/05/931/523/GettyImages-1084721184-scaled.jpg/query-dGw9MSZ2ZT0x" alt="" original-src="https://a57.foxnews.com/static.foxbusiness.com/foxbusiness.com/content/uploads/2024/05/931/523/GettyImages-1084721184-scaled.jpg?ve=1&amp;tl=1"/></p>
<p>Cracker Barrel Old Country Store's exterior with a sign featuring its old logo that includes &#34;Uncle Herschel.&#34; (Jeffrey Greenberg/Universal Images Group via Getty Images / Getty Images)</p>
<div class="lb-trans"><p>Cracker Barrel Old Country Store 的外观，标志上带有包含 “Uncle Herschel” 的旧标志。(Jeffrey Greenberg/Universal Images Group via Getty Images / Getty Images)</p>
</div><p><strong>CRACKER BARREL JOINS BUD LIGHT, TARGET IN BRANDING BACKFIRES</strong></p>
<div class="lb-trans"><p><strong>CRACKER BARREL 与 BUD LIGHT、TARGET 一起遭遇品牌反击</strong></p>
</div><p>The former longtime Cracker Barrel employee said that while attending Bob Jones University, he found the restaurant to be a great fit, as the school had a rule against students working at establishments that serve alcohol. Cracker Barrel did not have alcohol on its menu until mid-2020. Russell said that this change &#34;really spelled the beginning of the end for that era of Cracker Barrel culture.&#34;</p>
<div class="lb-trans"><p>这位前 Cracker Barrel 员工表示，在参加 Bob Jones University 期间，他发现这家餐厅非常合适，因为学校有一项禁止学生在提供酒精的场所工作的规定。Cracker Barrel 在 2020 年中之前的菜单上没有酒精。Russell 表示，这一变化 “真正标志着 Cracker Barrel 文化时代的开始和结束”。</p>
</div><p>The change in its alcohol policy wasn’t the first sign the company was going in a different direction. Russell recalled how Cracker Barrel changed its dress code for employees, going from requiring certain haircuts and trimmed facial hair to being more relaxed. He admitted that the rules alone were not what made the company’s culture, but rather it was a combination of factors.</p>
<div class="lb-trans"><p>其酒精政策的变化并不是公司走向不同方向的第一个迹象。Russell 回忆起 Cracker Barrel 如何改变员工的着装规范，从要求特定的发型和修剪的面部毛发，变得更加宽松。他承认，仅仅是规则并不是公司文化的全部，而是多种因素的结合。</p>
</div><p>&#34;Rules don't necessarily have any magic to them, but I think when you add all of those things together, along with the attitudes inside the store, the way the manager enforced the code of conduct, I think you get a picture of a place that understood family values, understood traditional values, attracted a certain type of clientele, attracted a certain kind of employee,&#34; Russell said.</p>
<div class="lb-trans"><p>“规则本身并没有什么魔力，但我认为当你把所有这些因素加在一起，加上店内的态度，经理如何执行行为规范时，你就能描绘出一个理解家庭价值观、理解传统价值观、吸引特定类型顾客和员工的地方，” Russell 说道。</p>
</div><p>When it comes to the symbolism of Cracker Barrel’s new logo, Russell said it &#34;requires a lot of reading between the lines,&#34; but that those who &#34;know what to look for&#34; will see it. As a graphic and brand designer, he said the logo is much more than an emblem.</p>
<div class="lb-trans"><p>谈到 Cracker Barrel 新标志的象征意义时，Russell 表示这 “需要很多解读”，但那些 “知道要寻找什么的人” 会看到它。作为一名图形和品牌设计师，他表示这个标志远不止是一个标志。</p>
</div><p>&#34;There is no such thing as ‘just a logo,’&#34; Russell said. &#34;When you first draw a logo, it doesn't matter how good that logo is technically, right? It doesn't mean anything. What makes a logo meaningful and what makes branding meaningful is the connection that that represents to your customers.&#34;</p>
<div class="lb-trans"><p>“没有 ‘仅仅是一个标志’ 这种说法，” Russell 说道。“当你第一次画一个标志时，它的技术好坏并不重要，对吧？它没有任何意义。使标志有意义的，是它与顾客之间的联系。”</p>
</div><p><img src="https://imageproxy.pbkrs.com/https://a57.foxnews.com/static.foxbusiness.com/foxbusiness.com/content/uploads/2025/08/931/523/cracker-barrel-customers.jpg/query-dGw9MSZ2ZT0x" alt="" original-src="https://a57.foxnews.com/static.foxbusiness.com/foxbusiness.com/content/uploads/2025/08/931/523/cracker-barrel-customers.jpg?ve=1&amp;tl=1"/></p>
<p>Diners eating at a Cracker Barrel in Stuart, Fla. (Jeffrey Greenberg/Universal Images Group via Getty Images / Getty Images)</p>
<div class="lb-trans"><p>在佛罗里达州斯图尔特的 Cracker Barrel 用餐的顾客。(Jeffrey Greenberg/Universal Images Group via Getty Images / Getty Images)</p>
</div><p><strong>CRACKER BARREL CEO JULIE FELSS MASINO AND THE NEW LOGO CONTROVERSY: WHAT TO KNOW</strong></p>
<div class="lb-trans"><p><strong>CRACKER BARREL 首席执行官 JULIE FELSS MASINO 与新标志争议：你需要知道的</strong></p>
</div><p>Russell compared the Cracker Barrel rebranding to the introduction of Gap’s changed logo design, saying that customers develop &#34;a certain emotional attachment&#34; to such iconic symbols.</p>
<div class="lb-trans"><p>Russell 将 Cracker Barrel 的重新品牌化与 Gap 的标志设计变化进行了比较，表示顾客对这些标志性符号发展出 “某种情感依附”。</p>
</div><p>Despite his disappointment with the changes the company has made, Russell remains a Cracker Barrel fan and even ate there the same day he spoke with FOX Business. He said that he usually orders off-menu &#34;because if you know how to substitute at Cracker Barrel, then you can get pretty much whatever you want.&#34; He gave FOX Business his advice on what to order.</p>
<div class="lb-trans"><p>尽管对公司所做的变化感到失望，Russell 仍然是 Cracker Barrel 的粉丝，甚至在与 FOX Business 交谈的同一天在那里用餐。他表示，他通常会点菜单外的菜品，“因为如果你知道如何在 Cracker Barrel 进行替换，那么你几乎可以得到你想要的任何东西。” 他给 FOX Business 提供了他的点餐建议。</p>
</div><p>&#34;If you go on Sundays and get the homestyle chicken and substitute the biscuits for toast, you can make a delicious fried chicken sandwich with tomatoes and lettuce and onions and all the salad trimmings, which are free and then you can get your three sides.&#34;</p>
<div class="lb-trans"><p>“如果你在星期天去，点家常鸡肉，并将饼干替换为吐司，你可以做一个美味的炸鸡三明治，配上番茄、生菜和洋葱，以及所有免费的沙拉配料，然后你可以选择三种配菜。”</p>
</div><p><img src="https://imageproxy.pbkrs.com/https://a57.foxnews.com/static.foxbusiness.com/foxbusiness.com/content/uploads/2025/08/931/523/cracker-barrel-old-logo-store.jpg/query-dGw9MSZ2ZT0x" alt="" original-src="https://a57.foxnews.com/static.foxbusiness.com/foxbusiness.com/content/uploads/2025/08/931/523/cracker-barrel-old-logo-store.jpg?ve=1&amp;tl=1"/></p>
<p>A Cracker Barrel restaurant in Dumfries, Virginia, US, on Tuesday, May 21, 2024. (Nathan Howard/Bloomberg/Getty Images / Getty Images)</p>
<div class="lb-trans"><p>2024 年 5 月 21 日，美国弗吉尼亚州达姆弗里斯的 Cracker Barrel 餐厅。(Nathan Howard/Bloomberg/Getty Images)</p>
</div><p><strong>GET FOX BUSINESS ON THE GO BY CLICKING HERE</strong></p>
<div class="lb-trans"><p><strong>点击这里获取 FOX BUSINESS 移动版</strong></p>
</div><p>In response to a FOX Business request for comment, Cracker Barrel said its values had not changed.</p>
<div class="lb-trans"><p>对此，Cracker Barrel 在回应 FOX Business 的评论请求时表示，其价值观没有改变。</p>
</div><p>&#34;Our values haven't changed, and the heart and soul of Cracker Barrel haven’t changed. And Uncle Herschel remains front and center in our restaurants and on our menu. He is the face of ‘The Herschel Way,’ the foundation of how our 70,000-plus employees provide the country hospitality for which we are known,&#34; Cracker Barrel said in a statement.</p>
<div class="lb-trans"><p>“我们的价值观没有改变，Cracker Barrel 的核心和灵魂也没有改变。Herschel 叔叔依然是我们餐厅和菜单的中心。他是 ‘Herschel Way’ 的代表，这是我们超过 70,000 名员工提供国家级款待的基础，” Cracker Barrel 在一份声明中表示。</p>
</div><p>&#34;Cracker Barrel has been a destination for comfort and community for more than half a century, and this fifth evolution of the brand’s logo, which works across digital platforms as well as billboards and roadside signs, is a call-back to the original and rooted even more in the iconic barrel shape and word mark that started it all back in 1969.&#34;</p>
<div class="lb-trans"><p>“Cracker Barrel 在过去半个世纪以来一直是舒适和社区的目的地，而品牌标志的第五次演变，适用于数字平台以及广告牌和路边标志，回归了最初的设计，更加根植于 1969 年开始的一桶形状和文字标识。”</p>
</div><p>After the new logo was released, Cracker Barrel experienced its worst losing streak in months, as shares of Cracker Barrel (CBRL) tumbled more than 12% on Thursday, the steepest drop since April, before ending the session down more than 7%. The drop erased over $90 million in market value.</p>
<div class="lb-trans"><p>在新标志发布后，Cracker Barrel 经历了数月以来最糟糕的连败，Cracker Barrel (CBRL) 的股价在周四暴跌超过 12%，是自四月以来的最大跌幅，最终收盘下跌超过 7%。这一跌幅抹去了超过 9000 万美元的市值。</p>
</div><p><em>Fox News Digital’s Amanda Macias contributed to this report.</em></p>
<div class="lb-trans"><p><em>Fox News Digital 的 Amanda Macias 对本报告做出了贡献。</em></p>
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前 Cracker Barrel 员工称，标志的更改预示着家庭价值观的转变