Cracker Barrel stock drops, chain expects restaurant traffic to fall after logo backlash Michelle Del Rey , USA TODAY September 18, 2025 at 12:09 PM 48 Cracker Barrel leaders said they expect a traffic slump heading into the rest of 2025 due to their viral logo change.
- - Cracker Barrel stock drops, chain expects restaurant traffic to fall after logo backlash
Michelle Del Rey , USA TODAY September 18, 2025 at 12:09 PM
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Cracker Barrel leaders said they expect a traffic slump heading into the rest of 2025 due to their viral logo change.
Traffic for the first half of August was down approximately 1%, Craig Pemmelis, the company's chief financial officer, said during an investor call following the company's fourth quarter earnings report on Wednesday, Sept. 17.
Since Aug. 19, the date of the official logo change, traffic declined approximately 8%, he continued. The company now expects a further decline of 7% to 8% if similar trends continue.
Total revenue for the quarter was $868 million, an increase of 4.4%.
Cracker Barrel switched back to 'Old Timer' logo after outcry
President and Chief Executive Officer Julie Masino said the company swiftly worked to rectify the change of its original logo, which features a southern man sitting back in a rocking chair next to a wooden barrel. In August, the company changed the logo to one without the man.
The change was met with widespread public outcry from Cracker Barrel fans, many of whom mocked the switch.
"We thank our guests for sharing their voices and their passion for Cracker Barrel in recent weeks," Masino said in a written statement. "We've listened, switching back to our 'Old Timer' logo, hitting pause on remodels and placing an even bigger emphasis in the kitchen and other areas that enhance the guest experience."
Cracker Barrel announces on Aug. 26, 2025, that it's axing the new logo after backlash, returning to its classic design.
Moreover, the company stated that it would adjust its financial outlook for fiscal 2026 due to the incident, while simultaneously pulling guidance for 2027. The company now expects total revenue for 2025 to be between $3.35 billion and $3.45 billion, assuming a comparable store traffic decline. Wall Street had expected Cracker Barrel to report around $3.52 billion in revenue for its fiscal year 2026.
Cracker Barrel is working to further invest in public relations and marketing, and the company is prepared to handle the impact of tariffs, Pemmelis continued. Two additional stores are also set to open in 2025, but the company did not provide information on where the locations will be.
"Looking ahead, there is much to be optimistic about, and our teams are focused on getting back to the momentum we created last fiscal year," said Masino.
The company's stock traded down roughly 2% by 11 a.m. ET on Thursday, Sept. 18. It slid 10% immediately following the earnings release on Wednesday, Sept. 17.
Michelle Del Rey is a trending news reporter at USA TODAY. Reach her at [email protected]
This article originally appeared on USA TODAY: Cracker Barrel stock declines, chain expects dip in restaurant traffic
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