<p>Cracker Barrel 在移除其標誌中的 “Uncle Herschel” 後，與其粉絲產生了衝突。該公司推出了全新的僅文本設計，引發了反對聲浪，並導致其股價下跌。</p>
<p>1969 年的原始標誌也是僅文本設計，但 1977 年加入的現在標誌性的圖像成為其品牌的標誌性元素。</p>
<p>儘管粉絲們擔心重新品牌化是公司更大文化變化的象徵，但 Cracker Barrel 首席執行官 Julie Felss Masino 在接受《早安美國》採訪時淡化了批評。</p>
<p>Masino 在採訪中表示，反饋是 “壓倒性積極的”。Masino 還分享説，多個地點的經理們在要求進行改造，並補充説 “反饋和熱議非常好，不僅來自我們的顧客，還有我們的團隊成員。”</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，在佛羅里達州霍姆斯特德的餐廳內，看到的新 Cracker Barrel 標誌出現在菜單上。(Joe Raedle/Getty Images / Getty Images)</p>
<p><strong>CRACKER BARREL 因標誌變更引發的反對聲浪而股價暴跌</strong></p>
<p>Erik Russell 對 Cracker Barrel 的瞭解超過大多數人。作為一名近 10 年的前員工，這家餐廳對他有着個人意義。</p>
<p>“我在那工作，基本上是從高中畢業到大學畢業。所以，是的，我的生活中有很大一部分是與之相關的，” Russell 對 FOX Business 説道。</p>
<p>在標誌變更後，Russell——現在是一名品牌設計師——在 X 平台上發表了一篇現已病毒式傳播的帖子，表示公司正在自毀品牌。</p>
<p>“我認為很多人只是把 Cracker Barrel 視為另一家公司……但對我來説，這家公司遠不止於此，基於它所代表的價值觀，我在那遇到的人，我仍然認識的人，以及我在那裏的經歷，” Russell 對 FOX Business 説道。</p>
<p>Russell 解釋了他在內部看到的變化，以及公司如何逐漸遠離代表 “美國更傳統的時代”。</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 的外觀，標誌上帶有包含 “Uncle Herschel” 的舊標誌。(Jeffrey Greenberg/Universal Images Group via Getty Images / Getty Images)</p>
<p><strong>CRACKER BARREL 與 BUD LIGHT、TARGET 一起遭遇品牌反擊</strong></p>
<p>這位前 Cracker Barrel 員工表示，在參加 Bob Jones University 期間，他發現這家餐廳非常合適，因為學校有一項禁止學生在提供酒精的場所工作的規定。Cracker Barrel 在 2020 年中之前的菜單上沒有酒精。Russell 表示，這一變化 “真正標誌着 Cracker Barrel 文化時代的開始和結束”。</p>
<p>其酒精政策的變化並不是公司走向不同方向的第一個跡象。Russell 回憶起 Cracker Barrel 如何改變員工的着裝規範，從要求特定的髮型和修剪的面部毛髮，變得更加寬鬆。他承認，僅僅是規則並不是公司文化的全部，而是多種因素的結合。</p>
<p>“規則本身並沒有什麼魔力，但我認為當你把所有這些因素加在一起，加上店內的態度，經理如何執行行為規範時，你就能描繪出一個理解家庭價值觀、理解傳統價值觀、吸引特定類型顧客和員工的地方，” Russell 説道。</p>
<p>談到 Cracker Barrel 新標誌的象徵意義時，Russell 表示這 “需要很多解讀”，但那些 “知道要尋找什麼的人” 會看到它。作為一名圖形和品牌設計師，他表示這個標誌遠不止是一個標誌。</p>
<p>“沒有 ‘僅僅是一個標誌’ 這種説法，” Russell 説道。“當你第一次畫一個標誌時，它的技術好壞並不重要，對吧？它沒有任何意義。使標誌有意義的，是它與顧客之間的聯繫。”</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>在佛羅里達州斯圖爾特的 Cracker Barrel 用餐的顧客。(Jeffrey Greenberg/Universal Images Group via Getty Images / Getty Images)</p>
<p><strong>CRACKER BARREL 首席執行官 JULIE FELSS MASINO 與新標誌爭議：你需要知道的</strong></p>
<p>Russell 將 Cracker Barrel 的重新品牌化與 Gap 的標誌設計變化進行了比較，表示顧客對這些標誌性符號發展出 “某種情感依附”。</p>
<p>儘管對公司所做的變化感到失望，Russell 仍然是 Cracker Barrel 的粉絲，甚至在與 FOX Business 交談的同一天在那裏用餐。他表示，他通常會點菜單外的菜品，“因為如果你知道如何在 Cracker Barrel 進行替換，那麼你幾乎可以得到你想要的任何東西。” 他給 FOX Business 提供了他的點餐建議。</p>
<p>“如果你在星期天去，點家常雞肉，並將餅乾替換為吐司，你可以做一個美味的炸雞三明治，配上番茄、生菜和洋葱，以及所有免費的沙拉配料，然後你可以選擇三種配菜。”</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，美國弗吉尼亞州達姆弗里斯的 Cracker Barrel 餐廳。(Nathan Howard/Bloomberg/Getty Images)</p>
<p><strong>點擊這裏獲取 FOX BUSINESS 移動版</strong></p>
<p>對此，Cracker Barrel 在回應 FOX Business 的評論請求時表示，其價值觀沒有改變。</p>
<p>“我們的價值觀沒有改變，Cracker Barrel 的核心和靈魂也沒有改變。Herschel 叔叔依然是我們餐廳和菜單的中心。他是 ‘Herschel Way’ 的代表，這是我們超過 70,000 名員工提供國家級款待的基礎，” Cracker Barrel 在一份聲明中表示。</p>
<p>“Cracker Barrel 在過去半個世紀以來一直是舒適和社區的目的地，而品牌標誌的第五次演變，適用於數字平台以及廣告牌和路邊標誌，迴歸了最初的設計，更加根植於 1969 年開始的一桶形狀和文字標識。”</p>
<p>在新標誌發佈後，Cracker Barrel 經歷了數月以來最糟糕的連敗，Cracker Barrel (CBRL) 的股價在週四暴跌超過 12%，是自四月以來的最大跌幅，最終收盤下跌超過 7%。這一跌幅抹去了超過 9000 萬美元的市值。</p>
<p><em>Fox News Digital 的 Amanda Macias 對本報告做出了貢獻。</em></p>

CB鄉村店

<p>Cracker Barrel 因從其標誌中移除 “Uncle Herschel” 而面臨反對聲浪，導致股價下跌。首席執行官 Julie Felss Masino 聲稱反饋是積極的，儘管粉絲們對文化變遷表示擔憂。前員工 Erik Russell 批評這一變化，稱其為 “品牌自殺”，並指出這與傳統價值觀的背離。他強調了公司文化的變化，包括放寬着裝規範和菜單上引入酒精。Russell 認為，標誌的變化象徵着更深層次的問題，強調了顧客與品牌之間的情感聯繫</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 在移除其標誌中的 “Uncle Herschel” 後，與其粉絲產生了衝突。該公司推出了全新的僅文本設計，引發了反對聲浪，並導致其股價下跌。</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 年的原始標誌也是僅文本設計，但 1977 年加入的現在標誌性的圖像成為其品牌的標誌性元素。</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>儘管粉絲們擔心重新品牌化是公司更大文化變化的象徵，但 Cracker Barrel 首席執行官 Julie Felss Masino 在接受《早安美國》採訪時淡化了批評。</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 在採訪中表示，反饋是 “壓倒性積極的”。Masino 還分享説，多個地點的經理們在要求進行改造，並補充説 “反饋和熱議非常好，不僅來自我們的顧客，還有我們的團隊成員。”</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，在佛羅里達州霍姆斯特德的餐廳內，看到的新 Cracker Barrel 標誌出現在菜單上。(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 因標誌變更引發的反對聲浪而股價暴跌</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 對 Cracker Barrel 的瞭解超過大多數人。作為一名近 10 年的前員工，這家餐廳對他有着個人意義。</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，基本上是從高中畢業到大學畢業。所以，是的，我的生活中有很大一部分是與之相關的，” Russell 對 FOX Business 説道。</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>在標誌變更後，Russell——現在是一名品牌設計師——在 X 平台上發表了一篇現已病毒式傳播的帖子，表示公司正在自毀品牌。</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>“我認為很多人只是把 Cracker Barrel 視為另一家公司……但對我來説，這家公司遠不止於此，基於它所代表的價值觀，我在那遇到的人，我仍然認識的人，以及我在那裏的經歷，” Russell 對 FOX Business 説道。</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 解釋了他在內部看到的變化，以及公司如何逐漸遠離代表 “美國更傳統的時代”。</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 的外觀，標誌上帶有包含 “Uncle Herschel” 的舊標誌。(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 與 BUD LIGHT、TARGET 一起遭遇品牌反擊</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>這位前 Cracker Barrel 員工表示，在參加 Bob Jones University 期間，他發現這家餐廳非常合適，因為學校有一項禁止學生在提供酒精的場所工作的規定。Cracker Barrel 在 2020 年中之前的菜單上沒有酒精。Russell 表示，這一變化 “真正標誌着 Cracker Barrel 文化時代的開始和結束”。</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>其酒精政策的變化並不是公司走向不同方向的第一個跡象。Russell 回憶起 Cracker Barrel 如何改變員工的着裝規範，從要求特定的髮型和修剪的面部毛髮，變得更加寬鬆。他承認，僅僅是規則並不是公司文化的全部，而是多種因素的結合。</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>“規則本身並沒有什麼魔力，但我認為當你把所有這些因素加在一起，加上店內的態度，經理如何執行行為規範時，你就能描繪出一個理解家庭價值觀、理解傳統價值觀、吸引特定類型顧客和員工的地方，” Russell 説道。</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>談到 Cracker Barrel 新標誌的象徵意義時，Russell 表示這 “需要很多解讀”，但那些 “知道要尋找什麼的人” 會看到它。作為一名圖形和品牌設計師，他表示這個標誌遠不止是一個標誌。</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>“沒有 ‘僅僅是一個標誌’ 這種説法，” Russell 説道。“當你第一次畫一個標誌時，它的技術好壞並不重要，對吧？它沒有任何意義。使標誌有意義的，是它與顧客之間的聯繫。”</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>在佛羅里達州斯圖爾特的 Cracker Barrel 用餐的顧客。(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 首席執行官 JULIE FELSS MASINO 與新標誌爭議：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 將 Cracker Barrel 的重新品牌化與 Gap 的標誌設計變化進行了比較，表示顧客對這些標誌性符號發展出 “某種情感依附”。</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>儘管對公司所做的變化感到失望，Russell 仍然是 Cracker Barrel 的粉絲，甚至在與 FOX Business 交談的同一天在那裏用餐。他表示，他通常會點菜單外的菜品，“因為如果你知道如何在 Cracker Barrel 進行替換，那麼你幾乎可以得到你想要的任何東西。” 他給 FOX Business 提供了他的點餐建議。</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，點家常雞肉，並將餅乾替換為吐司，你可以做一個美味的炸雞三明治，配上番茄、生菜和洋葱，以及所有免費的沙拉配料，然後你可以選擇三種配菜。”</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，美國弗吉尼亞州達姆弗里斯的 Cracker Barrel 餐廳。(Nathan Howard/Bloomberg/Getty Images)</p>
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<div class="lb-trans"><p><strong>點擊這裏獲取 FOX BUSINESS 移動版</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>對此，Cracker Barrel 在回應 FOX Business 的評論請求時表示，其價值觀沒有改變。</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>“我們的價值觀沒有改變，Cracker Barrel 的核心和靈魂也沒有改變。Herschel 叔叔依然是我們餐廳和菜單的中心。他是 ‘Herschel Way’ 的代表，這是我們超過 70,000 名員工提供國家級款待的基礎，” Cracker Barrel 在一份聲明中表示。</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 在過去半個世紀以來一直是舒適和社區的目的地，而品牌標誌的第五次演變，適用於數字平台以及廣告牌和路邊標誌，迴歸了最初的設計，更加根植於 1969 年開始的一桶形狀和文字標識。”</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>在新標誌發佈後，Cracker Barrel 經歷了數月以來最糟糕的連敗，Cracker Barrel (CBRL) 的股價在週四暴跌超過 12%，是自四月以來的最大跌幅，最終收盤下跌超過 7%。這一跌幅抹去了超過 9000 萬美元的市值。</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 對本報告做出了貢獻。</em></p>
</div>

前 Cracker Barrel 員工稱，標誌的更改預示着家庭價值觀的轉變