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lite.cnn.com - on gopher - inofficial
ARTICLE VIEW:
Cracker Barrel changed its logo. Then visits tumbled
By Ramishah Maruf, CNN
Updated:
6:17 PM EDT, Wed September 17, 2025
Source: 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 its 2026
financial year.
The company said it expects earnings for its first quarter, which began
August 1, to be “significantly below” the prior year due to both
lower traffic and roughly $16 million in investments in advertising and
marketing.
Cracker Barrel shares closed down 3.16% on Wednesday and fell 9.58%
in after hours trading.
The old-timey chain had recently scrapped major parts of its turnaround
plan after right-wing backlash. It last month, and then halted
restaurant remodels last week.
The backlash when Cracker Barrel rolled out a new logo that got rid of
its “old-timer” figure and the barrel in August. It sent the stock
sinking as much as 12% amid backlash stoked by right-wing figures
online. Even the president jumped in when the chain reverted back to
its old logo.
“All of your fans very much appreciate it. Good luck into the future.
Make lots of money and, most importantly, make your customers happy
again!” Donald Trump on Truth Social.
The company’s earning report released Wednesday doesn’t include the
impacts from the logo change saga. For the quarter ending August 1,
restaurant same-store sales grew 5.4%, while retail same-store sales
fell 0.8%. It was its fifth consecutive quarter of growing same-store
restaurant sales, the company said.
Cracker Barrel’s CEO, Julie Masino, said during the earnings call
that the company adjusted its investment plan after the logo change
backlash.
“We’re moving ahead with a strong plan to regain traffic and the
momentum we had a month ago. There is a lot to be optimistic about, and
our teams are focused on getting back to a positive trajectory,”
Masino said.
Cracker Barrel had with a simpler layout, getting rid of some of the
clutter, antiques and knickknacks the chain was known for. Cracker
Barrel said it had only completed four remodels out of its 660 total
locations by the time it paused the effort.
“You’ve shared your voices in recent weeks not just on our logo,
but also on our restaurants,” the chain on X earlier in September.
“If your restaurant hasn’t been remodeled, you don’t need to
worry, it won’t be.”
Cracker Barrel had wanted to attract new, younger customers to avoid
the fate of bankrupt peers Red Lobster, Hooters and TGI Fridays. Its
older customer base was visiting Cracker Barrel less often since the
pandemic.
Its three-year, $700 million transformation plan through 2027 showed
signs of working. The plan included making basic maintenance and
repairs to restaurants and improving technology — as well as 25 to 30
remodels a year. It also included updated menus and improvements to
kitchen operations.
Before the controversy, Cracker Barrel posted four straight quarters of
comparable sales growth.
“Our transformation plan is working,” Masino said in June, adding
later that month that people would perhaps grow to like the restaurant
renovations. “People’s immediate reaction to things is like, ‘Oh,
this isn’t the way it was,’ but they tend to come around,”
she .
CNN’s Nathaniel Meyersohn and Jordan Valinsky contributed reporting
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