Founding father of XX-XY Athletics Jennifer Sey analyzes why prospects rejected the pitch to alter the restaurant chain’s emblem on ‘The Night Edit.’
Cracker Barrel on Wednesday launched its fourth quarter earnings outcomes, however a lot of the eye centered on the restaurant chain’s swift reversal of its controversial emblem redesign that went viral on-line.
The corporate — based mostly out of Lebanon, Tennessee — reported whole income of $868 million, down 2.9% from the identical quarter final 12 months. The corporate additionally mentioned that site visitors has fallen 8% for the reason that August rollout of its simplified, text-only emblem. Shares tumbled practically 10% in after-hours buying and selling on Wednesday.
On the earnings name, President and CEO Julie Masino acknowledged that Cracker Barrel had underestimated the deep connection prospects really feel towards the corporate’s nostalgic imagery.
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“We want longtime fans and new guests to experience the full story of the people, places, and food that make Cracker Barrel so special,” Masino informed buyers. “That’s why our team pivoted quickly to switch back to our old-timer logo and has already begun executing new marketing, advertising and social media initiatives leaning into Uncle Herschel and the nostalgia around the brand.”
A Cracker Barrel restaurant in Sterling, Virginia, on Aug. 26, 2025. (Al Drago/Bloomberg through Getty Pictures / Getty Pictures)
Along with the emblem reversal, Masino famous that Cracker Barrel has begun changing its 4 modernized check shops again to conventional interiors. Cracker Barrel revealed earlier this month that solely 4 of its 660 eating places have undergone remodels and confirmed that the challenge is not going to transfer ahead. The up to date design changed the model’s signature Americana décor with a glossy, minimalist look.
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“The feedback we received from our guests in recent weeks on our brand refresh and store remodels has shown us just how deeply people care about Cracker Barrel,” Masino mentioned, including that new advertising will lean in to Uncle Herschel and the model’s nostalgia. “We thank our guests for sharing their voices and love for the brand and telling us when we’ve misstepped.”
Nonetheless, Masino argued that the chain, which has 70,000 workers, has not saved tempo as shopper habits — in relation to meals, journey and expertise — have modified dramatically up to now decade.
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“We deeply value the strong emotional connection our guests have, not just to the old-timer logo or vintage Americana decor, but to the sense of tradition and nostalgia those represent,” she mentioned. “That connection is powerful, and we recognize there are other areas where we must continue improving, especially in our food and overall guest experience. Fortunately, these were already part of our multi-year plan, and we are moving forward with a renewed focus on both.”
Masino additionally highlighted a number of vibrant spots within the quarter, together with the return of “Uncle Herschel’s Breakfast,” the rollout of a brand new service mannequin often called “The Herschel Way,” and continued momentum in its loyalty program, which added 300,000 members up to now 4 weeks.
“There is a lot to be optimistic about, and our teams are focused on getting back to a positive trajectory,” she mentioned.
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In August, Cracker Barrel launched a redesigned emblem that eliminated the picture of an old-timer leaning in opposition to a wood barrel — an emblem of the chain’s Southern allure and hospitality for greater than 5 many years. The transfer was seen by some as a nod to trendy “woke” tradition. The rollout triggered a swift backlash, erasing greater than $140 million in market worth on the peak of the controversy.
