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.
12 Articles
12 Articles
'Fiasco': Observers mock Cracker Barrel as stocks tank after failed rebrand
Cracker Barrel's stock plummeted on Wednesday following the company's failed rebranding, with signs pointing to falling guest traffic over the next year.The Lebanon, Tennessee, company found itself in the middle of a political debate in August over its restaurant design, logo and brand change, the W...
Cracker Barrel changed its logo. Then visits tumbled
By Ramishah Maruf, CNN New York (CNN) — Customer visits to Cracker Barrel fell after intense backlash to its proposed logo change and renovations, the company said in its earnings call Wednesday, and it expects a continued decline in the coming months. Traffic has fallen 8% since the chain initially changed its logo on August 19, the company said. If trends continue, it expects a traffic decline of 7% to 8% for the rest of the first quarter of i…
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