US EditionCracker Barrel Must Inspire More Confidence After Rebrand Fail
Cracker Barrel halted store remodels and restored its traditional logo after an 8% drop in traffic due to backlash, with CEO emphasizing a return to brand heritage to regain customers.
- Cracker Barrel reported fourth-quarter earnings on September 17, 2025, showing $868 million in revenue, down 2.9% from last year amid backlash over a redesigned August logo and halted remodels.
- The company introduced a simplified logo removing the old-timer image, triggering swift criticism from customers and conservatives including President Trump, leading Cracker Barrel to reverse the rebrand and remodel plans.
- Following the backlash, store traffic dropped about 8% since August, only four of 660 restaurants were remodeled, and those locations are reverting to traditional interiors as the company refocuses on food and guest experience.
- CEO Julie Felss Masino emphasized renewed focus on guest experience and value deals like $8.99 early dinners and a $7.99 all-day breakfast special, noting 300,000 guests since August 19 and 400,000 new loyalty signups this quarter.
- Cracker Barrel projects a 4% to 7% traffic decline in fiscal 2026 with $3.35 to $3.45 billion revenue forecast, and activist investor Sardar Biglari is urging shareholders to withhold Masino's reelection at the November meeting.
14 Articles
14 Articles
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Cracker Barrel Shares Drop After Logo Change Backlash Hurts Traffic - Real America's Voice News
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Cracker Barrel CEO Julie Masino addresses logo controversy again; stock price drops after earnings
Cracker Barrel reported earnings Wednesday for the first time since the company ignited a cultural firestorm by revealing a modern rebrand of its old-timey logo in August. Julie Masino, the restaurant chain’s CEO, referenced the ordeal repeatedly in Wednesday’s earnings call, noting that Cracker Barrel is working to regain its footing as it grapples with declining foot traffic from the rebranding controversy. “The feedback we’ve received from o…
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