In an aerial view, a Cracker Barrel panel featuring the old logo is hung on a panel outside a restaurant on August 27, 2025 in Florida City, Florida.
Joe Raedle | Getty images
Cracker Barrel Old Country Store On Wednesday, the restaurant chain focuses on improving its experiences for customers after having faced an intense reaction on an attempted change of brand earlier this summer.
The company published mixed budgetary results in the fourth quarter on Wednesday afternoon, and CEO Julie Masino said that the company was “optimistic” as to its future when it is heading for next year.
The action flowed 10% after the hours of negotiation.
Here is how the company worked in relation to what Wall Street expected, on the basis of a survey of LSEG analysts:
- Profit by action: 74 cents against 80 cents expected
- Income: $ 868 million against $ 855 million expected
Masino said that Cracker Barrel was grateful to customers expressing their “passion for Cracker Barrel in recent weeks” and that the company is now changing the goal.
“We listened to, returning to our” Old Timer “logo, hitting a break from renovations and putting an even more important accent in the kitchen and other areas that improve customer experience,” said Masino. “Many elements of our plan work well and provide results, as evidenced by five consecutive quarters of the increases in sales restaurants in comparable stores and an EBITDA growth at 9% during the year 2025.”
However, Cracker Barrel said that he expects total income for the year 2026 from $ 3.35 billion to $ 3.45 billion, compared to $ 3.52 billion from expected analysts, and a drop in traffic at comparable stores from 4% to 7%.
The company faced a backlash last month after announcing a complete brand change, including a redesign of its logo and a renovation of its restaurants.
The new logo abandoned the image of a man seated on a wooden chair leaning against a barrel, moving rather to a simpler black and yellow logo with only “Cracker Barrel”, without the “Old Country Store”. It was the last decision of the company in a “strategic transformation” announced in May 2024 to revitalize the brand.
Restaurants also had to renovate to align with the new vision.
But the brand change was subject to a meticulous examination. Users on social networks called him “soulless” and “generic” and the conservatives took over the management of X to affirm that the change of logo was an attempt to remove the American identity of the brand to respond to the efforts of diversity, equity and inclusion. The stock sank as a result of the changes.
The old and the new Cracker Barrel logo.
With kind permission: Cracker Barrel
Cracker Barrel responded to criticism, saying that the company could have “do a better work to share who we are and who we will always be”. The chain said that the man of the original logo, Uncle Herschel, would always be presented on the menu and part of the Cracker Barrel “family”.
President Donald Trump even weighed on the situation, saying that Cracker Barrel “should return to the old logo, admit an error based on the customer’s response (the ultimate survey) and manage the business better than ever”.
On the same day, the company announced an astonishing reversal, closing the change of brand and retaining its original brand.
“We thank our guests for sharing your voices and love for Cracker Barrel. We said we will listen, and we did. Our new logo is leaving and our” old timer “will remain,” said the company in a statement.
The company also announced that it suspended all its restaurant renovations.
The actions of the company increased after the overthrow, mainly restaurants its losses. Since his first announcement, Cracker Barrel has lost and has found nearly $ 100 million in market value.