Cracker Barrel badly misread its own customer base — and our culturally sensitive times — in trying to spruce up its image, experts say.

An ongoing attempt by Cracker Barrel Old Country Store to revamp its brand triggered a backlash and unleashed a selloff that wiped out most of the dining chain’s year-to-date stock price gains.

Cracker Barrel planned to celebrate a fall menu and logo makeover with a festive country music concert in New York City, but its new logo stole the show—and not in a way the company intended.On Monday,