Cracker Barrel: Logo Controversy, Profit Drop & Store Closures

The information comes as Cracker Barrel faces proceeded results over its advertising and marketing problem, that included strategies to overhaul its logo and revamp the interior of the shops. While the business ultimately turned around program, the move sparked a wave of reaction from clients.

“We appreciate the ongoing patronage of the several guests who have eaten with Maple Street at these 14 locations over recent years and thank our employee for their passionate dedication to Maple Street and concentrate on providing great guest experiences all the time,” a Biscuit Barrel speaker informed FOX Business.

Profit Decline and Logo Redesign Backlash

Still, the firm took a struck with profits down 2.9% in its most current quarter from the very same time last year. The company additionally said that website traffic has dropped 8% considering that the August rollout of its simplified, text-only logo design.

Cracker Barrel introduced a revamped logo design on Aug. 19 that got rid of the image of an old man leaning against a wooden barrel– a sign of the chain’s Southern charm and friendliness for greater than 5 decades, but reversed program less than a week later on.

Reverting to Traditional Branding

Masino kept in mind in the call that the company had already started converting its 4 up-to-date examination stores back to traditional interiors. Just 4 of its 660 dining establishments had changed the brand name’s signature Americana décor with a smooth, minimalist look.

“We want new visitors and longtime fans to experience the full story of the people, locations, and food that make Biscuit Barrel so unique,” Masino claimed. “That’s why our team rotated rapidly to change back to our “Old Timer” logo design and has actually currently started performing new advertising, advertising and marketing and social media initiatives leaning into Uncle Herschel and the fond memories around the brand.”

Store Closures Announced

Cracker Barrel cautioned in its profits call last week that 14 locations would be impacted by the closures during monetary 2026. Cracker Barrel told FOX Business that it had already closed the areas.