Founding father of XX-XY Athletics Jennifer Sey analyzes why clients 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 — primarily based out of Lebanon, Tennessee — reported complete 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 clients really feel towards the corporate’s nostalgic imagery.
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“We would like longtime followers and new company to expertise the total story of the folks, locations, and meals that make Cracker Barrel so particular,” Masino instructed traders. “That is why our staff pivoted shortly to change again to our old-timer emblem and has already begun executing new advertising, promoting and social media initiatives leaning into Uncle Herschel and the nostalgia across the model.”
A Cracker Barrel restaurant in Sterling, Virginia, on Aug. 26, 2025. (Al Drago/Bloomberg by way of Getty Photographs / Getty Photographs)
Along with the brand reversal, Masino famous that Cracker Barrel has begun changing its 4 modernized take a look at 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 mission won’t transfer ahead. The up to date design changed the model’s signature Americana décor with a glossy, minimalist look.
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“The suggestions we acquired from our company in current weeks on our model refresh and retailer remodels has proven us simply how deeply folks care about Cracker Barrel,” Masino mentioned, including that new advertising will lean in to Uncle Herschel and the model’s nostalgia. “We thank our company for sharing their voices and love for the model and telling us once we’ve misstepped.”
Cracker Barrel CEO Julie Felss Masino walks out of an workplace constructing in Brentwood, Tenn., Thursday, Aug. 28, 2025. (Zak Bennett for Fox Information Digital / Fox Information)
Nonetheless, Masino argued that the chain, which has 70,000 workers, has not stored tempo as client habits — relating to meals, journey and expertise — have modified dramatically up to now decade.
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“We deeply worth the robust emotional connection our company have, not simply to the old-timer emblem or classic Americana decor, however to the sense of custom and nostalgia these signify,” she mentioned. “That connection is highly effective, and we acknowledge there are different areas the place we should proceed bettering, particularly in our meals and total visitor expertise. Thankfully, these have been already a part of our multi-year plan, and we’re shifting ahead with a renewed concentrate on each.”
Common view of a Cracker Barrel Nation Retailer in Nashville, Tennessee, Wednesday, August 27, 2025. (Zak Bennett for Fox Information Digital / Fox Information)
Masino additionally highlighted a number of brilliant 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 Method,” and continued momentum in its loyalty program, which added 300,000 members up to now 4 weeks.
“There’s a lot to be optimistic about, and our groups are centered on getting again to a optimistic trajectory,” she mentioned.
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In August, Cracker Barrel launched a redesigned emblem that eliminated the picture of an old-timer leaning towards a wood barrel — an emblem of the chain’s Southern attraction and hospitality for greater than 5 a long time. The transfer was seen by some as a nod to fashionable “woke” tradition. The rollout triggered a swift backlash, erasing greater than $140 million in market worth on the peak of the controversy.
