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Cracker Barrel Cuts Outlook as Logo Backlash Hits Traffic and Stock

The company is pivoting to nostalgia-focused marketing to rebuild traffic after reversing its rebrand.

Overview

  • Fiscal 2026 revenue is now forecast at $3.35 billion to $3.45 billion, below Wall Street estimates, based on an expected 4% to 7% decline in comparable-store traffic.
  • CFO Craig Pommells said traffic has fallen about 8% since Aug. 19 and warned first-quarter traffic is tracking down roughly 7% to 8%.
  • Cracker Barrel reinstated its classic Old Timer logo, paused broader remodel plans, and is reverting the four modernized test locations to traditional interiors.
  • Loyalty momentum accelerated to roughly 9 million members, including about 300,000 sign-ups in recent weeks, as the company launches “Front Porch Feedback” and leans into nostalgia, menu updates, and kitchen improvements.
  • Shares fell sharply after the guidance miss, with outlets reporting declines of roughly 6% to 10%, and activist investor Sardar Biglari urged shareholders to withhold votes from CEO Julie Masino and a director at the November meeting.