Cracker Barrel Shares Drop After Logo Change Backlash Hurts Traffic

NASHVILLE, Tenn. — Cracker Barrel Old Country Store Inc. shares fell nearly 10% in premarket trading Thursday after a social media backlash over the restaurant chain’s brief logo change led to a significant drop in customer traffic, prompting the company to abandon store remodel plans.

The company reverted to its original “Old Timer” logo, featuring an overalls-clad man known as “Uncle Herschel” leaning against a barrel, after criticism from conservatives, including U.S. President Donald Trump. The new logo, introduced Aug. 19, lasted about a week. Shares have declined nearly 16% since the announcement.

CEO Julie Felss Masino said Wednesday during a post-earnings call that the company has also scrapped plans for a modern store layout tested at four locations, returning to traditional “Old-Timer” signage and interiors.

Chief Financial Officer Craig Pommells reported an 8% drop in store traffic since the logo change, compared to a 1% decline earlier in August. The company expects traffic to be down 7% to 8% for the current quarter but anticipates improvement later in the year.

“This is an unusual situation, and we’ve factored it into our guidance,” Pommells said.

The rebranding effort aimed to boost demand amid reduced consumer spending on dining due to high menu prices and persistent inflation. Cracker Barrel’s fiscal 2026 revenue forecast of $3.35 billion to $3.45 billion fell below analysts’ expectations of $3.48 billion, according to LSEG data. The company also anticipates higher marketing expenses this year.

Analyst Jake Bartlett of Truist Securities noted that while the backlash has been severe, Cracker Barrel’s moves to restore popular menu items and increase marketing could help recovery.