Sun Sep 21 14:20:00 UTC 2025: **Cracker Barrel Sees Traffic Plummet After Logo and Renovation Backlash**
**[City, State] –** Cracker Barrel is facing a significant downturn in customer traffic following intense backlash over its proposed logo change and restaurant renovations, the company revealed in its earnings call Wednesday. The old-timey chain, known for its Southern comfort food and country store, is now bracing for further declines in the coming months after abandoning key parts of its turnaround plan.
Since the initial logo change on August 19, the company said that customer traffic has fallen by 8%. If this trend continues, Cracker Barrel expects a 7% to 8% decrease in traffic for the remainder of the first quarter of its 2026 financial year.
The controversy began when Cracker Barrel unveiled a minimalist logo, replacing its iconic “old-timer” figure and barrel. This sparked outrage, particularly among right-wing figures online, and even prompted a reaction from former President Donald Trump, who applauded the chain’s decision to revert to its original logo on Truth Social.
“All of your fans very much appreciate it,” Trump posted. “Good luck into the future. Make lots of money and, most importantly, make your customers happy again!”
Shortly after the logo debacle, Cracker Barrel also halted restaurant remodels that were intended to modernize the dining experience by decluttering the space and removing some of the antique décor.
The company anticipates that its first-quarter earnings, which began August 1, will be “significantly below” the prior year due to the decline in traffic and $16 million in investments in advertising and marketing. Cracker Barrel shares closed down 3.16% on Wednesday and fell 9.58% in after-hours trading.
Despite the recent troubles, Cracker Barrel CEO Julie Masino remains optimistic. “We’re moving ahead with a strong plan to regain traffic and the momentum we had a month ago,” Masino said during the earnings call. “There is a lot to be optimistic about, and our teams are focused on getting back to a positive trajectory.”
Cracker Barrel’s earnings report released Wednesday doesn’t include the impacts from the logo change saga. For the quarter ending August 1, restaurant same-store sales grew 5.4%, while retail same-store sales fell 0.8%. It was its fifth consecutive quarter of growing same-store restaurant sales, the company said.
Cracker Barrel had intended to attract younger customers and avoid the fate of peers Red Lobster, Hooters and TGI Fridays who have gone bankrupt. Its older customer base was visiting Cracker Barrel less often since the pandemic. The previous three-year, $700 million transformation plan through 2027 showed signs of working.
The company’s statement on X earlier in September read: “You’ve shared your voices in recent weeks not just on our logo, but also on our restaurants. If your restaurant hasn’t been remodeled, you don’t need to worry, it won’t be.”
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