The cracker barrel returns to its original logo after backlash
The cracker barrel said it’s back to its classic design with a new logo x after the backlash.
The Cracker Barrel leader said the virus’s logo changes are expected to lead to poor traffic heading for the rest of 2025.
Traffic fell by about 1% in early August, Craig Pemeris, the company’s chief financial officer, said in a call from investors following its fourth quarter earnings report on Wednesday, September 17th.
Since August 19, the date of the official logo change, traffic has dropped by about 8%, he continued. The company is expected to see another 7% to 8% decline if the same trend continues.
Total quarterly revenue was $868 million, up 4.4%.
Cracker barrels returned to the “old timer” logo after protest
President and CEO Julie Mayno said the company worked to quickly correct changes to the original logo. In August, the company changed its logo to one without a man.
The change was filled with extensive public protests from cracker barrel fans.
“We would like to thank our guests for sharing their voices and their passion for cracker barrels over the last few weeks,” Messino said in writing. “We listen, go back to the ‘Old Timer’ logo, pause with a modification, and put more emphasis on the kitchen and other areas that improve the guest experience. ”
Additionally, the company said it would adjust its financial outlook for the 2026 fiscal year as well as extract guidance for 2027 for the incident. Currently, the company expects its total revenues in 2025 to be between $33.5 billion and $3.45 billion. Wall Street was hoping that Cracker Barrel would report revenues for 2026 at approximately $3.52 billion.
Cracker Barrel is working on further investments in public relations and marketing, and the company is ready to handle the impact of tariffs, Penmelis continued. Two additional stores are also scheduled to open in 2025, but the company did not provide any information on where the location is.
“There’s a lot to be optimistic going forward, and our team is focused on returning to the momentum that created last fiscal year,” Masino said.
The company’s shares fell approximately 2% by 11am ET on Thursday, September 18th. It slid 10% shortly after the revenue release on Wednesday, September 17th.
Michelle Del Rey is a trending news reporter for USA Today. Contact her at mdelrey@usatoday.com
