Cracker Barrel Faces Backlash, Sees Decline in Customer Traffic

LEBANON, Tenn. — Cracker Barrel Old Country Store has reported a drop in customer visits following backlash over its decision to change its logo. The chain announced this during an earnings call on Wednesday, citing an 8% decline in traffic since the new logo debuted on August 19, 2025.

The company now anticipates a further decline of 7% to 8% for the rest of the first quarter of its 2026 financial year. CEO Julie Masino stated on the call that the initial logo alteration had a significant impact on the company’s performance.

Cracker Barrel expects first-quarter earnings to be “significantly below” those of the previous year due to lower customer traffic combined with $16 million in investments in advertising and marketing. Shares of Cracker Barrel dipped 3.16% on Wednesday and fell an additional 9.58% during after-hours trading.

The backlash came after the chain’s attempt to modernize its brand by removing its iconic logo, which featured an older man leaning against a barrel, in favor of a simplified text logo. This change sparked outrage, particularly among conservative circles on social media.

Even former President Donald Trump commented on the controversy, expressing support for the original logo on Truth Social: “All of your fans very much appreciate it. Good luck into the future. Make lots of money and, most importantly, make your customers happy again!”

During the earnings call, Masino shared the company’s plan to pivot back to its traditional logo and marketing strategies. “We’re moving ahead with a strong plan to regain traffic and the momentum we had a month ago,” she said.

Before the logo change, Cracker Barrel had experienced a consistent increase in comparable sales for four consecutive quarters. The chain has paused its remodeling efforts, which aimed to attract younger customers, after receiving pushback from guests.

<pMasino highlighted the company's ability to adapt despite the setbacks. “We thank our guests for sharing their voices and love,” she added. “There is a lot to be optimistic about, and our teams are focused on getting back to a positive trajectory.”

Cracker Barrel plans to continue connecting with its customer base through initiatives like the new “Front Porch Feedback” campaign to gather feedback after visits.