Cracker Barrel Struggles After Rebranding Misstep
Recent challenges continue for Cracker Barrel Old Country Store (CBRL) following its poorly received logo and restaurant redesign.
On Wednesday, shares of this country-themed chain dropped up to 6% during early trading, marking their lowest point since early 2009, after revealing mixed financial results and lowering future guidance.
Cracker Barrel announced a 5.8% year-over-year revenue decline for the first quarter of fiscal 2026, totaling $797.2 million and falling short of Visible Alpha’s estimates by about $1.8 million. Comparable store sales for restaurants fell 4.7%, while retail comparable sales decreased by 8.5%, both missing forecasts. The company’s adjusted loss per share, however, was better than expected at 74 cents.
According to CEO Julie Masino, Cracker Barrel is facing “unique and ongoing headwinds.” She stated in a press release that the company is adjusting its operational strategies, menu, and marketing to ensure they continue delivering quality food and exceptional customer experiences.
This turbulence stems from earlier this year when the company eliminated the iconic man and barrel from its logo and made other changes to improve kitchen efficiency. The backlash from customers was swift, prompting Cracker Barrel to revert to its original logo and prior menu offerings.
Overall, Cracker Barrel shares have plummeted over 60% since reaching their yearly peak in July.
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