Biscuit Barrel’s Rebrand: New Logo & Customer Concerns

On Tuesday, the brand name revealed its new logo design, which goes down an illustration of a guy relaxing his arm on top of a wood barrel, a down-to-earth photo that has symbolized the brand’s southerly friendliness for the last 56 years.

New Logo Unveiled

Given That Might, Biscuit Barrel, beloved for its Southern comfort food, front-porch shaking chairs and present shop full of knickknacks and antique sugary foods, has actually embarked on a $700 million makeover across its 660-plus restaurants.

Biscuit Barrel explained the new logo design as directly anchored on the brand’s “trademark gold and brownish tones” while incorporating “the famous barrel form and word mark that started all of it,” the firm stated in a statement.

Financial Impact and Market Reaction

The supply, down 16.47%, gets on rate for its worst five-day stretch considering that Feb. 14, when it dropped 17.7%. Biscuit Barrel’s stock was up to $52, down more than $6, or about 11%, marking its most affordable degree since mid-June. Shares obtained somewhat to $53.48 by the afternoon.

Brand Abandonment Criticized

“Like Bud Light or New Coke, this is yet an additional example of just how abandoning your brand name and devoted consumers is not the means to grow an organization,” Richard Stern, supervisor of the Thomas A. Roe Institute for Economic Plan at The Heritage Foundation, told Fox Information Digital.