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    Cracker Barrel shares plummet after pushback on new logo, brand refresh

    Shares of Cracker Barrel Old Country Store plummeted roughly 10% after the restaurant unveiled its new logo as part of a larger brand refresh.
    Cracker Barrel has said the refresh will still maintain the brand’s “rich history of country hospitality.”
    However, many social media users have criticized the new, simplified logo, especially those in conservative circles.

    The new Cracker Barrel logo is seen on a menu inside the restaurant on Aug. 21, 2025 in Homestead, Florida.
    Joe Raedle | Getty Images

    Shares of Cracker Barrel Old Country Store plummeted roughly 10% on Thursday after the restaurant unveiled its new logo earlier this week as part of a larger brand refresh.
    The new logo removes the image of a man leaning against a barrel that was prominently featured in the original, leaving behind just the words “Cracker Barrel” against a yellow background. The phrase “old country store” has also been removed.

    The company said the colors in the logo were inspired by the chain’s scrambled eggs and biscuits.
    The change is part of a “strategic transformation” to revitalize the brand that started back in May 2024. Under that mission, Cracker Barrel’s brand refresh includes updates to visual elements, restaurant spaces and food and retail offerings.

    Cracker Barrel’s old and new logo.
    Courtesy: Cracker Barrel

    Cracker Barrel said in March that the refresh will still maintain the brand’s “rich history of country hospitality” and “authentic charm that has made the brand a beloved destination for generations of families.”
    “We believe in the goodness of country hospitality, a spirit that has always defined us. Our story hasn’t changed. Our values haven’t changed,” Chief Marketing Officer Sarah Moore said in a media release.
    However, many social media users have criticized the new logo, especially those in conservative circles. The president’s son, Donald Trump Jr., amplified a post on Wednesday suggesting that the logo change was led by CEO Julie Felss Masino to erase the American tradition aspect of the branding and make it more general, as a way of leaning into diversity, equity and inclusion efforts.

    Conservative activist Robby Starbuck added his commentary on Thursday, writing in a post on social media site X, “Good morning @CrackerBarrel! You’re about to learn that wokeness really doesn’t pay.”
    The company has a relatively small market cap of about $1.2 billion compared with other restaurant chains.
    Customers have also complained on social media about the interior redesign of many Cracker Barrel restaurants, saying the new decor favors a more sterile and modern style over its tried-and-true country feel.
    On the restaurant’s latest earnings call in June, Masino said Cracker Barrel had completed 20 remodels and 20 refreshes. She said the company will be sharing more information about the remodeling initiative in September.
    “Employees had given us great feedback about working in those newly remodeled and refreshed stores and guests continue to tell us that they’re lighter, brighter, more welcoming and they’re enjoying them,” Masino said on the call.
    Cracker Barrel is not the only stock to see large swings based on political social media posts.
    Earlier this month, shares of American Eagle soared after Trump posted that an ad featuring Sydney Sweeney, which faced significant social media pushback from the left, was “the ‘HOTTEST’ ad out there.”
    Back in 2023, Anheuser-Busch InBev faced heavy criticism from conservatives after a collaboration between Bud Light and social influencer Dylan Mulvaney, who is transgender.

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    A new pharma factory shows how hard it could be for drugmakers to outrun Trump’s tariffs

    Fujifilm Biotechnologies will open a new biologics manufacturing plant in the U.S. this fall, with Regeneron and Johnson & Johnson as the initial customers.
    The Holly Springs, North Carolina, site is five years and $3.2 billion in the making.
    Drug companies are increasing U.S. manufacturing as President Trump threatens tariffs.

    HOLLY SPRINGS, N.C. — A hallway as long as three football fields connects four buildings at Fujifilm Biotechnologies’ new biologics manufacturing plant in Holly Springs, North Carolina.
    The first two buildings are preparing to open this fall to produce drug substance, essentially the base of biologic drugs, for Fujifilm’s initial customers Regeneron and Johnson & Johnson. The second two facilities are still under construction, with plans to open in 2028.

    Fujifilm’s timing couldn’t be better, as President Donald Trump threatens to impose tariffs on pharmaceuticals to encourage companies to make more medicines in the U.S. But the plans for this complex were underway well before Trump proposed higher duties.
    It’s taken five years and more than $3 billion to turn the idea into reality. And it shows how difficult it would be for drugmakers to quickly increase production in the U.S., even with a possible grace period that Trump has floated. 
    “This is a pharmaceutical manufacturing facility, so everything needs to be safe to put into patients,” said Fujifilm Biotechnologies CEO Lars Petersen. “Everything requires an extreme high technology level, very high cleanability. Everything needs to be documented, everything needs to be approved later on by the authorities. So that process is just extremely tedious.”
    As companies move to set up more U.S. manufacturing, tariffs may not end up being as big a problem for them as previously thought. The Trump administration on Thursday clarified that under its trade framework with the European Union, pharmaceuticals coming from the bloc would be subject to only a 15% tariff, not a higher one the administration may implement on medicines more generally.
    Fujifilm’s timeline for opening the Holly Springs site is in line with the industry average of between three and five years to start up a new plant, depending on the complexity, according to Gabriela de Almeida, managing director and partner at Boston Consulting Group. It helps that the new facility is identical to the one Fujifilm operates in Denmark.

    The company decided to start replicating its plants to speed up the process of designing and building them. The more Fujifilm does that, the faster it can open new sites and customers can start production there, Petersen said. Even once the first tenants move in this fall, they’ll need the U.S. Food and Drug Administration to sign off before they can use the products that are made here.

    Biologics are particularly complex drugs to make because they rely on living cells to produce the exact same thing, every single time, said Regeneron CEO Len Schleifer.”It’s very expensive, very complicated and takes a very long time,” Schleifer said. 
    When all four buildings are open in 2028, the plant should have the capacity to produce 50 million doses of medicine a year with 16 bioreactors that can each hold 20,000 liters. The companies won’t say exactly which drugs will be made at the facility, but it is designed to produce monoclonal antibodies.
    It takes almost two months to produce one batch of bulk drug substance. The process involves growing cells that are making a desired protein, purifying the resulting material then preparing it to go to the next step in the complex pharmaceutical supply chain. Opening a valve at the wrong time and letting just one wrong molecule inside could mean an entire batch is lost, Fujifilm’s Petersen said.

    Why drugmakers are boosting U.S. manufacturing

    FUJIFILM Diosynth Biotechnologies in Holly Springs, North Carolina.
    Courtesy: FUJIFILM Diosynth Biotechnologies

    Regeneron, one of the largest producers of biologic drugs in the world, signed a $3 billion, 10-year contract with Fujifilm for space at the new Holly Springs site, doubling its U.S. manufacturing capacity. By the time Regeneron was looking to increase production, Fujifilm had a head start of multiple years in constructing the facility, so it made sense for the biotech company to secure space there instead of building from scratch, Schleifer said.
    Regeneron declined to specify which drugs it will produce in Holly Springs. The company manufactures its medicines at a mix of locations, including its own factories in the U.S. and Ireland, according to regulatory filings. Regeneron is also in the process of opening a new plant in New York, and it acquired another property in that state that it may use for manufacturing. 
    It’s one of a number of biopharmaceutical companies that have recently announced plans to increase U.S. production of pharmaceuticals as Trump pressures them to make more of their drugs domestically.
    Drugmakers were already ramping up their U.S. manufacturing capabilities before Trump started threatening tariffs specifically on pharmaceuticals, which he exempted from sweeping levies on dozens of countries this spring. The number of U.S. biopharmaceutical manufacturing facilities in the country has increased more than 50% since 2018, according to data from the Pharmaceutical Research and Manufacturers of America, the industry’s main lobbying group. 
    Johnson & Johnson Chief Financial Officer Joe Wolk said changes in U.S. tax policy made the United States a more attractive place to produce drugs. The company signed a $2 billion, 10-year deal to secure space at Fujifilm’s Holly Springs site as part of its $55 billion commitment to invest in the U.S. in the coming years. Those moves will allow J&J to supply all of its advanced medicines from the U.S., Wolk said, while declining to name which drugs will be made at Fujifilm’s facility.
    “It really comes down to good tax policy,” Wolk said. “If you think about the tax policy that’s now in place at the United States at a 21% [corporate] tax rate, that puts us right in the middle of the pack,” allowing J&J to tap into the infrastructure that’s emerged in the U.S. since the 2017 Tax Cuts and Jobs Act, he said.
    North Carolina has benefited from the boom. Life sciences companies have announced about $28 billion of investments in the state since 2016, with a record $10.8 billion pledged last year, according to the North Carolina Biotechnology Center.
    Down the street from Fujifilm’s new facility in Holly Springs, Amgen is building a $1 billion drug substance manufacturing plant, following another it opened there in January. Genentech will break ground later this month on a $700 million fill-finish facility, where injectable drugs are packaged into containers like vials.
    “It’s talent,” said Laura Rowley, vice president of life science economic development at the North Carolina Biotechnology Center, about what’s driving companies to the state. “It is being here amongst their peers, where there is opportunity still for companies to shine, because we do have that spirit of working together.”

    Playing catch-up

    FILE PHOTO: A view shows the Fujifilm Diosynth Biotechnologies’s facilities in Stockton-on-Tees, Britain January 29, 2021.
    Lee Smith | Reuters

    Biopharma companies are moving to the U.S. to make innovative products with high margins that can withstand the higher cost, BCG’s Almeida said. But catching up will take time.
    Only 18% of finished generic and branded drugs originate in the U.S., excluding Puerto Rico, according to an analysis of 2024 Food and Drug Administration pharmaceutical import data by the U.S. Pharmacopeia, an organization that aims to improve the drug supply chain. The country of origin refers to the country where the last major manufacturing step occurred, typically where the active pharmaceutical ingredient was produced.
    For branded injectable medicines – like the ones that will be made at Fujifilm’s Holly Springs facility – Europe is the dominant source, with almost half originating there.
    Securing manufacturing capacity in the U.S. with a contractor like Fujifilm is one tweak companies can make to reduce their potential tariff exposure in the short term, said Greg Graves, a senior partner in McKinsey’s life sciences practice. Signing on with an external site could be quicker and less expensive than building a new plant.
    Simply moving manufacturing to an existing space can take two to three years, BCG’s Almeida said. Called a tech transfer, the process of producing a drug in a new location requires planning, testing to prove the new process works the same, then seeking approval from regulators. 
    Regardless, every company is trying to figure out how to prepare for tariffs, Almeida said. Graves and fellow McKinsey senior partner Parag Patel are seeing the same among their clients. However, they said, no one is preparing for a rate as high as 250%, a possibility Trump raised earlier this month. 
    “I haven’t come across any organization that’s going that big in their planning because I think they all understand that if this happens, it would fundamentally change the way we’re organized and running, and therefore we’d have to have a different conversation,” Patel said. 
    At Fujifilm’s Holly Springs site, the whole point is to give customers flexibility, Petersen said. There’s room to double the entire site, a decision the company will make if the demand warrants it. Should Fujifilm decide to move forward, Petersen thinks it can build that in just three years this time, since the company’s getting faster with each facility clone it creates.
    “There’s no question that when you have these discussions like tariffs or like Covid or like any other disruption to the supply chain, it creates a need for flexibility,” Petersen said. “This facility was built before some of these discussions, but it’s definitely built to handle supply chain ability should demand go up or down.” More

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    July home sales rise as prices approach inflection point

    Sales of previously owned homes rose 2% in July, according to the National Association of realtors.
    There were 1.55 million homes for sale at the end of July, an increase of 15.7% from the same month last year.
    Inventory is now at the highest level since May 2020 — and it’s clearly taking the pressure off prices.

    A “For Sale” sign outside a house in the Capitol Hill neighborhood of Washington, DC, US, on Tuesday, Aug. 12, 2025.
    Al Drago | Bloomberg | Getty Images

    Sales of previously owned homes rose 2% in July compared with June to 4.01 million units, on a seasonally adjusted, annualized basis, according to the National Association of Realtors. Housing analysts had been expecting a slight decline. Sales were 0.8% higher than July 2024.
    These sales are counted by closings, so contacts likely signed in May and June, when the average rate on the 30-year fixed mortgage was in decline. That rate exceeded 7% briefly in May and then ended June at 6.67%, according to Mortgage News Daily.

    There were 1.55 million homes for sale at the end of July, an increase of 15.7% from the same month last year. At the current sales pace, that represents a 4.6-month supply. A six-month supply is considered balanced between buyer and seller.
    Inventory is now at the highest level since May 2020 but still well below pre-Covid years.
    More inventory is clearly taking the pressure off prices. The median price of an existing home sold in July was $422,400, an increase of 0.2% from the same month a year earlier and a record high price for the month of July. Prices have been higher annually for the last 25 months, but the market may now be at an inflection point.
    “The ever-so-slight improvement in housing affordability is inching up home sales,” said Lawrence Yun, NAR’s chief economist. “Wage growth is now comfortably outpacing home price growth, and buyers have more choices.”

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    Yun noted that condominium sales increased in the South, where prices have been falling for the past year.

    Activity continues to be strongest on the higher end of the market. Sales of homes priced over $1 million rose 7.1% year over year, while sales priced between $100,000 and $250,000 declined 0.1%. Sales of homes priced below $100,000 dropped 8%.
    It is now taking longer for homes to sell. The average home in July sold in 28 days, up from 24 days the year before. First-time buyers also fell off slightly, representing 28% of sales, down from 30% in June and 29% in July 2024.
    Investors made up 20% of all transactions, up from 13% in July 2024. This could be due to the increase in supply.
    With mortgage rates still relatively high, the share of all-cash buyers increased to 31% of transactions from 27% the year before.
    “This is unusually high,” said Yun, noting stock market wealth or housing wealth could be contributing factors.

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    Walmart hikes sales and earnings outlook even as it says tariff costs are rising

    Walmart raised its full-year earnings and sales outlook, even as it said costs from tariffs continued to rise.
    The company has started to raise prices on some items, but has kept others unchanged.
    Chief Financial Officer John David Rainey told CNBC that one of the company’s strategies has been bringing in inventory early.

    The logos of Walmart and Sam’s Club are pictured in Cuautitlan Izcalli, Mexico, January 30, 2025.
    Raquel Cunha | Reuters

    Walmart on Thursday raised its full-year earnings and sales outlook as its online business posted another quarter of double-digit gains, even as the company said costs are rising from higher tariffs. 
    The big-box retailer topped Wall Street’s quarterly sales estimates but fell short of earnings expectations, the first time it missed on quarterly earnings since May 2022. The company said it felt pressure on profits for the period, including from some one-time expenses, such as restructuring costs, pricier insurance claims and litigation settlements.

    Walmart said it now expects net sales to grow between 3.75% to 4.75% for the fiscal year, up from its previous expectations for 3% to 4%. It raised its adjusted earnings per share outlook slightly to $2.52 to $2.62, up from a prior range of $2.50 to $2.60 per share.
    In an interview with CNBC, Chief Financial Officer John David Rainey said the company is working hard to keep prices low – including speeding up imports from overseas and stepping up the number of Rollbacks, or limited-time discounts, in its stores. 
    “This is managed on an item-by-item and category-by-category basis,” he said. “There are certainly areas where we have fully absorbed the impact of higher tariff costs. There are other areas where we’ve had to pass some of those costs along.”
    But he added “tariff-impacted costs are continuing to drift upwards.” 
    Even so, Rainey said Walmart hasn’t seen a change in customer spending. For example, sales of private label items, which typically cost less than national brands, were roughly flat year over year, he said.

    “Everyone is looking to see if there are any creaks in the armor or anything that’s happening with the consumer, but it’s been very consistent,” he said. “They continue to be very resilient.”
    Yet on the company’s earnings call, CEO Doug McMillon said middle- and lower-income households have been more sensitive to tariff-related price increases, particularly in discretionary categories.
    “We see a corresponding moderation in units at the item level as customers switch to other items, or in some cases, categories,” he said.
    Here’s what the big-box reported for the fiscal second quarter compared with what Wall Street expected, according to a survey of analysts by LSEG:

    Earnings per share: 68 cents adjusted vs. 74 cents expected
    Revenue: $177.40 billion vs. $176.16 billion

    Walmart shares fell about 2% in premarket trading Thursday.
    Walmart’s net income jumped to $7.03 billion, or 88 cents per share, in the three-month period that ended July 31, compared with $4.50 billion, or 56 cents per share, in the year-ago quarter. 
    Revenue rose from $169.34 billion in the year-ago quarter. 
    Comparable sales for Walmart U.S. climbed 4.6% in the second quarter, excluding fuel, compared with the year-ago period, as both the grocery and health and wellness category saw strong growth. That was higher than the 4% increase that analysts expected. The industry metric, also called same-store sales, includes sales from stores and clubs open for at least a year.
    At Sam’s Club, comparable sales jumped 5.9% excluding fuel, higher than the 5.2% that analysts anticipated.

    E-commerce sales jumped 25% globally and 26% in the U.S., as both online purchases and advertising grew. In the U.S., Walmart said sales through store-fulfilled delivery of groceries and other items grew nearly 50% year over year, with one-third of those orders expedited. The company charges a fee for some of those faster deliveries, and others are included as a benefit of its subscription-based membership program, Walmart+.
    Its global advertising business grew 46% year over year, including Vizio, the smart TV maker it acquired for $2.3 billion last year. Its U.S. advertising business, Walmart Connect, grew by 31%.
    As Walmart’s online business drums up more revenue from home deliveries, advertising and commissions from sellers on its third-party marketplace, e-commerce has become a profitable business. The company marked a milestone in May — posting its first profitable quarter for its e-commerce business in the U.S. and globally.
    Rainey said on Thursday that Walmart doubled its e-commerce profitability in the fiscal second quarter from the prior quarter.

    In the U.S., shoppers both visited Walmart more and spent more on those trips during the quarter. Customer transactions rose 1.5% year over year and average ticket increased 3.1% for Walmart’s U.S. business.
    As the largest U.S. retailer, Walmart offers a unique window into the financial health of American households. As higher duties have come in fits and starts — with some getting delayed and others going into effect earlier this month — Wall Street has tried to understand how those costs will ripple through the U.S. economy.
    Walmart warned in May that it would have to raise some prices due to higher levies on imports, even with its size and scale. The company’s comments drew the ire of President Donald Trump, who said in a social media post that Walmart should “EAT THE TARIFFS.”
    About a third of what Walmart sells in the U.S. comes from other parts of the world, with China, Mexico, Canada, Vietnam and India representing its largest markets for imports, Rainey said in May.
    According to an analysis by CNBC of about 50 items sold by the retailer, some of those price changes have already hit shelves. Items that rose in price at Walmart over the summer included a frying pan, a pair of jeans and a car seat.
    Rainey on Thursday declined to specify items or categories where Walmart had increased prices, saying the company is “trying to keep prices as low as we can.”
    He said one of the company’s strategies has been bringing in inventory early, particularly for Sam’s Club as it gets ready for the second half of the fiscal year and its crucial holiday season. At the end of the quarter, inventory was up about 3.5% at Sam’s Club, Rainey said. It was up 2.2% for Walmart U.S.
    On the company’s earnings call, McMillon said the impact of tariffs has been “gradual enough that any behavioral adjustments by the customer have been somewhat muted.”
    “But as we replenish inventory at post-tariff price levels, we’ve continued to see our costs increase each week, which we expect will continue into the third and fourth quarters,” he said.
    Yet even with higher costs from tariffs, Walmart has fared better than its retail competitors as it has leaned into its reputation for value, competed on faster deliveries to customers’ homes and attracted more business from higher-income households.
    The Arkansas-based retailer’s performance has diverged sharply from rival Target, which posted another quarter of sales declines on Wednesday and named the new CEO who will be tasked with trying to turn around the company.
    Walmart has gained from Target’s struggles. It has followed the Target playbook by launching more exclusive and trend-driven brands, including grocery brand BetterGoods and activewear brand Love & Sports. It has also expanded its third-party marketplace to include prestige beauty brands and more.
    Sales of general merchandise, items outside of the grocery department, were a bright spot for Walmart in the fiscal second quarter, Rainey said. That category struggled during peak inflation in recent years, as consumers spent less on discretionary items because of rising grocery bills. 
    Comparable sales for general merchandise rose by a low-single-digit percentage and accelerated throughout the quarter, Rainey said. He added clothing and fashion sales “really shined for us.” More

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    Big chocolate has a growing taste for lab-grown cocoa

    The first half of the scientific name for the fiendishly fickle cocoa tree means “food of the gods”. By the time Theobrama cacao was christened by Carl Linnaeus, a Swedish naturalist, in 1753, wealthy Europeans, like the Mayans before them, were already worshipping its seeds. Three centuries on, demand for cocoa, the basic ingredient for chocolate, is still climbing heavenwards. Supply cannot keep pace. More

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    China is quietly upstaging America with its open models

    While American tech giants are spending megabucks to learn the secrets of their rivals’ proprietary artificial-intelligence (AI) models, in China a different battle is under way. It is what Andrew Ng, a Stanford University-based AI boffin, recently called the “Darwinian life-or-death struggle” among builders of China’s more open large language models (LLMs). Their competitive zeal should be a wake-up call for the West. More

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    China’s hottest new look: the facekini

    Fads come and go. Capes, codpieces and ruffs were all once standard garb in Europe, before falling out of favour. Occasionally new articles of clothing fall into favour, too—as in China today, where designer sun-protection face coverings known as “facekinis” are popularising a look previously favoured by bank robbers. More

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    The last days of brainstorming

    Alan: Let’s get going. We’ve all had a chance to think of some fresh names for our new value-added membership service. The last time we met we talked about calling it Gold or Platinum: if it works for the likes of American Express and Virgin Atlantic, it can work for us. But some of you felt that we could be more original. So let’s write our favourite ideas on the whiteboards, and then we’ll review them. We want a shortlist of three for Peter to choose from. More