Cracker Barrel expects weaker sales and restaurant traffic after logo controversy
Cracker Barrel said Wednesday it expects lower sales and weaker customer traffic in the coming year as the controversy over its planned 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 was adopting a more simplified logo.The new logo dropped the image of an older man in overalls leaning on a barrel and removed the words “Old Country Store.”But after the announcement on Aug.
18 and the outcry that followed from many longtime fans, restaurant traffic dropped 8%.Cracker Barrel said Wednesday that traffic will likely be down between 7% and 8% in the first quarter and could decline 4% to 7% for the full 2026 fiscal year.Cracker Barrel's shares dropped 9% in after-hours trading Wednesday.Cracker Barrel CEO Julie Felss Masino said the company conducted extensive research before releasing the new logo and launching a plan to remodel its 660 U.S.
restaurants.The company has since scrapped the new logo and paused the remodeling.Masino said the four restaurants that have been remodeled — with new paint, new lighting, more comfortable seating and other changes — will be transitioned back to their former decor.
Remodels that had begun at 58 other restaurants will also be halted, she said.“What can not be captured in data is how much our guests see themselves and their own story in the Cracker Barrel experience, which is what’s led to such a strong response to these changes,” Masino said during a conference call with investors Wednesday.Popular ReadsCharlie Kirk leaves behind wife, 2 kids: What to knowSep 16, 2:19 PMAlleged shooter in Charlie Kirk killing had 'obsession' with influencer: FBISep 15, 10:38 PMVideo shows Charlie Kirk shooting suspect jump down from roof, make getawaySep 11, 10:33 PMMasino said Cracker Barrel will continue other aspects of its plan to boost sales and attract new customers, including menu innovation and kitchen upgr...