US EditionCracker Barrel Shares Tumble as Chain Expects Guests to Reduce Visits
Cracker Barrel reversed its rebrand after facing criticism for altering its traditional identity, resulting in a nearly $100 million market value fluctuation, CEO said.
- Cracker Barrel reversed its rebrand on September 17, 2025, retaining its original 'Old Timer' logo and suspending restaurant remodels after customer backlash.
- The rebrand introduced earlier this summer was part of a strategic transformation from May 2024 aiming to reenergize the brand but faced social media criticism and accusations of removing its American identity.
- After facing intense criticism and a 10% decline in after-hours stock value, Cracker Barrel’s leadership emphasized a renewed focus on improving the guest experience and expressed confidence in the company’s outlook moving forward.
- The company reported mixed Q4 earnings with revenue of $868 million beating estimates, earnings per share at 74 cents below expectations, and expects fiscal 2026 revenue between $3.35 billion and $3.45 billion with a 4% to 7% same-store traffic decline.
- Cracker Barrel lost and regained nearly $100 million in market value due to the rebrand reversal, indicating the impact of customer feedback on company strategy and stock performance.
101 Articles
101 Articles
Cracker Barrel reports mixed earnings amid logo backlash
Cracker Barrel Old Country Store released its latest financial report Wednesday, revealing a mixed performance following its controversial rebrand that triggered customer criticism and a steep stock drop. The company set off a firestorm of negative reaction when it attempted to change its logo earlier this summer and replace the image of the popular Uncle Herschel. CNBC reports revenue exceeded Wall Street expectations by a margin of $868 millio…
For one man, the war against Cracker Barrel never really ended
Cracker Barrel unveiled a sleek new logo this summer. Stripped of its folksy Uncle Herschel mascot—a denim-clad old man perched on a chair beside a barrel—the marque was replaced with a pared-down silhouette of a stylized barrel and the restaurant’s name in a simplified, modern typeface. It was the product of a $700 million push intended to refresh the Southern-themed chain for a new generation. Instead, the redesign detonated a culture war. It…
Struggling Cracker Barrel Plans to Lean on 'Old Timer'
Cracker Barrel said Wednesday it expects lower sales and weaker customer traffic in the coming year as the fallout over its logo change continues to play out. In a conference call with investors, Cracker Barrel said traffic at its restaurants was down 1% in early August, before it announced it...
As Cracker Barrel stumbles on Wall Street, its superfans offer a glimmer of hope
Cracker Barrel's loyal fans are sticking by the brand.Photo by: Don & Melinda Crawford/Education Images/Universal Images Group via Getty ImagesCracker Barrel's stock slid nearly 10% after its Q4 earnings report on Wednesday had mixed results.While it missed on earnings, the report showed revenue beat expectations, and loyalty sign-ups surged.Despite recent tumult, the numbers show that Cracker Barrel's loyal fans are sticking by the brand.It has…
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