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 million to $855 million. But earnings per share fell short, landing at 74 cents compared to the expected 80 cents. The miss sent the company’s stock down 10% in after-hours trading.
Logo change fallout
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Cracker Barrel has more than 650 locations, of which 4 had already been rebranded and will now revert back to the old designs.
The financial update follows a failed redesign of its logo that ignited a firestorm online. The company had removed its iconic logo — featuring an older man sitting beside a wooden barrel – and replaced it with a more modern black-and-yellow sign simply reading “Cracker Barrel,” dropping the familiar “Old Country Store” tagline.
The change prompted widespread outrage, especially among conservatives on social media, who accused the company of abandoning tradition in favor of so-called “DEI branding.” After days of outrage and the loss of more than $100 million in value, the company backtracked and tossed out the rebrand while announcing it was going back to its signature branding, including the “Old Timer” signage.
Company responds and pivots
CEO Julie Masino addressed the issue again Wednesday, saying, “That’s why our team pivoted quickly to switch back to our ‘Old Timer’ logo and has already begun executing new marketing, advertising and social media initiatives leaning into Uncle Herschel and the nostalgia around the brand with more to come.”
The company says it suspended all remodeling efforts, and said it would restore the four stores that completed the rebrand to their original look. CNBC reports most of Cracker Barrel’s market value has since recovered.
Outlook for 2026 and new campaign
Looking ahead, Cracker Barrel’s forecast for fiscal 2026 reflects tempered expectations. Revenue is now expected to be between $3.35 billion and $3.45 billion, down from $3.52 billion that analysts previously forecasted. Add to that, customer traffic is expected to decline in the year ahead by 4 to 7%.
Despite the headwinds, Masino struck an optimistic tone, calling Cracker Barrel “the front porch of America” and emphasizing a renewed focus on customer engagement. Part of that includes a new campaign that starts today, Sept. 18, called “Front Porch Feedback,” which invites rewards members to share their thoughts after each visit.
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Ella Rae Greene, Editor In Chief
